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Samsung Galaxy S II TV ad jabs iPhone 4S queues

updated 07:20 pm EST, Tue November 22, 2011

Samsung tries to directly attack Apple fandom

Samsung launched a direct challenge to Apple in a TV spot Tuesday for the Galaxy S II. The minute-long ad makes fun of those who have lined up for hours for the iPhone 4S and shows them eager to wait for Apple until they see a Galaxy S II, at which point they're purportedly entranced by the "huge" screen and 4G data. The ad also takes risks and openly insults some of those in line, playing on stereotypes of Apple fans as hipsters and being worried that the 4S doesn't look different on the outside.

"I can never get a Samsung, I'm creative," says one in line. His friend chastises him. "Dude, you're a barista," the response says.

The commercial wraps up by claiming that the "next big thing is already here" in a suggestion that people don't need to get in line for Samsung's phones.

Traditionally, ads attacking the customers a company is trying to reach have usually had little effect and have sometimes backfired, such as Apple's infamous "lemmings" ad from 1985. Multiple iPhone users who have seen the ad have openly commented that the ad actually reinforced their commitment to Apple. "As an avid Apple user I find this ad kinda insulting," one said. "I was thinking about picking up the S2 but after watching this I have lost respect for Samsung."

The ad also inadvertently underscored the problem Samsung faces in the US. Where Apple has little trouble commanding lines hundreds of people deep even after including pre-orders, Samsung's multi-carrier Galaxy S II release in the US didn't have that effect. Samsung has topped Apple in smartphones worldwide, but this has come from its collective smartphones and mostly from Europe and Asia, not North America.

by MacNN Staff



  1. cvbcvb

    Joined: Dec 1969


    Not bad

    Even as an iPhone 4s owner, I liked the spot : )
    (though I never stood on line for any Apple product-ordered the 4s online and had it in my hands opening day)

  1. aristotles

    Joined: Dec 1969


    So they think it is bad to be popular?

    They are poking fun at the fact that the iPhone 4S is more popular than their phone?

    I walked into a carrier store on launch day and and picked up a 64GB 4S. They were all sold out downtown but I left the downtown core by train and found a shop which still had some in the suburbs.

  1. facebook_Larene

    Via Facebook

    Joined: Nov 2011


    Makes sense

    Of course, Apple customers only want to show off, and only care about the look of the phone, which is why the 4S is selling so poorly. No, wait...

  1. Flying Meat

    Joined: Dec 1969


    In other news,

    the top 12 least secure phones are all A____d devices.

  1. Flying Meat

    Joined: Dec 1969


    In other news,

    the top 12 least secure phones are all A____d devices.

  1. Salty

    Joined: Dec 1969


    Marketing fun

    I like how they implied that their phone was 4G but the iPhone isn't even though no phone on the market is REAL 4G (100mbps) the only 4G phones are ones that are running around 14mbps and the iPhone already does that.

    Comment buried. Show
  1. Nekogami13

    Joined: Dec 1969


    You are wrong...

    LTE is 4G, Verizon and ATT have LTE phones out. One of them is the Samsung Galaxy Skyrocket.

  1. ElectroTech

    Joined: Dec 1969


    Boycott Samsung

    Samsung is not showing any respect for Apple intellectual property and I encourage you all to boycott Samsung.


    Joined: Dec 1969


    They wish....

    Samsung wishes it had Apple's problem - which manufacturer does not want huge lines for their product. Poking fun at Apple - well free ad for Apple.

  1. chas_m



    You're both right

    Nekogami13 is right that genuine LTE phones exist, and where there is LTE service (not that many places yet) they get faster speeds than the iPhone 4S.

    But Salty is ALSO right in that the term "4G" is nearly meaningless due to marketing fun. The *actual* speed you will *actually* see on an LTE phone ranges from "less than an iPhone 4S in an HSPA+ area" to "significantly, but not game-changingly, faster than an iPhone 4S." It will take quite some time before we really have phones that fulfill the potential of true 4G networks, and for that matter true 4G networks. These are nascent days for 4G, and overall I agree with Salty: at the present time, even if we say the iPhone 4S is the slower than LTE phones, it's just not enough to matter right now. By the time the networks are up to the speeds where it DOES matter, Apple will already have a true 4G iPhone.

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