The Samsung Galaxy S3 has ousted Apple’s iPhone 4S, becoming the the top-selling smartphone in Q3. Will iPhone 5 change that? Maybe. What won’t change is the fact that Samsung’s advertising assault against the pristinely branded iPhone has been absolutely brilliant. Dubbed “The Next Big Thing is Already Here,” the campaign kindly mocks those who have been cultified by Apple, implying that those folks are living off of an old reputation while those in-the-know are choosing the new leader: Galaxy S3.
Despite the fact that I am an iPhone addict (just got my new 5 and am excited about it), this commercial is p.e.r.f.e.c.t. We see a long line of “marketing victims” awaiting “the next bit thing” – then hear these Apple fans deliver some amazing (and repeatable) lines, like:
“Deja, deja, deja, deja vu” (yep, you’ve stood on this line before…4 times before…and you’re proud of it)
“The headphone jack is going to be on the bottom” (awe-struck parody of a non-essential, non-technical new feature…)
Then we see a hip-looking, S3-using dude who is simply saving a spot in line for – drum roll – his parents. That’s right, Samsung is literally telling you the iPhone is for old people (and people who wait for old technology), who then delivery my favorite line of all:
“This is the line for apps?"
All this, PLUS the phone is named "S3” – the name I came up with for my ad agency almost 12 years ago and have been using ever since. If only Samsung had hired S3 to make the S3 commercial…
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency
