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Samsung's Super Bowl ad taps Galaxy Note, The Darkness

updated 09:50 pm EST, Sun February 5, 2012

Samsung tries to go for enthusiasm in Super Bowl

Samsung's promised Super Bowl spot took an unusual turn on Sunday night. After showing iPhone queue waiters complaining about "missing the big game" and being "in detention," a passer-by shows a Galaxy Note. The giant Android phone's pen -- and an impromptu appearance by rock revival group The Darkness -- has the line kicking down the stanchions and joining the party.

"It's got a pen? Awesome!" one says. "Freedom!" shouts another as he escapes the line.

In the end, virtually everyone in the line is recording movies, making video chats, and shooting out of cannons. Just one holdout, the creative barista, is still sitting waiting for his iPhone.

The ad's effectiveness is yet to be determined, but it comes after Samsung may have lost momentum running its Apple-targeted ads since the fall. The Galaxy Note itself is also a risky device to promote with a 5.3-inch screen and a minimum $300 price making it less accessible than the iPhone it's being sold against.

by MacNN Staff



  1. thnikkaman

    Joined: Dec 1969



    If you see a stylus, you blew it.

    Comment buried. Show
  1. facebook_Daljit

    Via Facebook

    Joined: Feb 2012




  1. makemineamac

    Joined: Dec 1969


    They've really lost it

    The ad ends with something like they have done it 'again'. Who would believe such c***?

  1. facebook_Jason

    Via Facebook

    Joined: Feb 2012


    lame ad!

    the harder they try to make the iPhone and mac fanboys look uncool & stupid, the less it actually works!

  1. Paul Huang

    Joined: Dec 1969


    As if there isn't enough

    negative ad campaigns.

  1. perthdave

    Joined: Dec 1969



    and over the top. A successful backfiring attempt.

  1. facebook_Pete

    Via Facebook

    Joined: Feb 2012



    Anything with a stylus is taking 5 steps backward in technology innovation.. Can anyone say " Palm Pilot"?

    Comment buried. Show
  1. facebook_Daljit

    Via Facebook

    Joined: Feb 2012



    Nice Article..

  1. ASathin8R

    Joined: Dec 1969


    Have you seen the case?

    The Galaxy Note has an awesome case that is sold as an accessory - it's called the Galaxy Tote - because it's so humungous, you need a man bag to carry it around.

  1. Makosuke

    Joined: Dec 1969



    The guy at the laptop poking fun at how over-the-top it was at the very end was amusing, but otherwise I don't think I see this doing anything at all for the average Superbowl watcher.

    Having a pen being a big advertising point? Really? I'm not saying there aren't people who don't want a stylus, but I'm not sure that's what I'd choose to plug with my big-money 30 seconds. It also looks almost comically huge to me if you're thinking of it as a phone rather than a micro-tablet(?)--my reaction to the spot was "Look at the size of that thing." But that could just be me.

    The real issue with this entire campaign, though, is the whole waiting-in-line thing. Yes, there are hardcore Apple fanboys who line up days in advance. But the fact of the matter is that Apple did not sell 15 million iPads to people who lined up on launch day for them, and they certainly didn't sell 37 million iPhones to those people. They sold them to people like my mom--average people with a like for well-designed products who went to a store or ordered one online at some point not immediately after an update.

    Targeting your mass-market ad at people queuing up for iPhones would be like basing your blockbuster movie ad campaign on hardcore fans wearing costumes; sure, they're a good demographic, but there aren't enough of them to earn a movie hundreds of millions of dollars in theaters, and advertising explicitly to them is not going to make Joe Theater Goer want to go see your movie.

    So while *I* get the whole Apple queue-up jab, my mom could care less.

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