updated 08:45 pm EST, Wed December 14, 2011
Google and Samsung push ads to rival iPhone
Google is joining Samsung in launching a full push against Apple on TV. The search engine is running its own Galaxy Nexus commercial (below), produced by ad agency Mullen, on TV in the US, Canada, Japan, and other countries that have the Nexus as an option. One of its initial 30-second spots touts Face Unlock, showing how a father can keep his son from getting into the phone despite the young one's repeated attempts to look like his dad.
Americans will also see the ad online, although whether it would take the same route as the original promo video isn't clear.
The ad is rare for Google itself and shows how the Nexus line has become much more important to its own strategy. When the Nexus One first launched, Google assumed that web-only sales, text ads, and word of mouth would be enough, but it saw poor sales and had to turn to traditional carrier deals. The Nexus S fared much better after it was launched from the start on T-Mobile, and it was mostly hurt by a decision to wait until months later to reach other carriers.
Its initiative came just as YouGov published a study showing that buzz among US adults suggested that Samsung's anti-Phone ads may have proven effective. Asking a panel late last week what it thought of Apple's iPhone and Samsung over the past two weeks, they saw Apple's positive word of mouth dip from as high as 33 at the start of Samsung's campaign to 25. Samsung, meanwhile, saw its own rank grow from just 19 at the same late November point to just over Apple's, at 26.
Whether or not the ads are translating to real sales isn't apparent and won't be until Apple and Samsung provide results early next year. Samsung's tone isn't expected to convert iPhone users, since it openly attacks not just the hardware but the fans. The campaign may, however, poach those who would consider other Android phones or who are new but might not like the stereotypes surrounding Apple culture. [via AdAge]