Samsung, the tech savvy has given Apple 6 doses of its own medicine by introducing a set of parody advertisements intended to hit new iProducts. Apple, a bold company, was mocked for either just spreading up or still sheathing behind with this week’s launch of two iPhone 6 models and the Apple Watch.
The advertisement launched by the Samsung You Tube, depicts the mishaps of two “intellect” employees in an Apple-like store. They fight back with poor battery life, criticize their phones’ lack of a stylus and become dispirited by the declaration of a bigger screen. One of the ad poke fun at the Apple launch and its live streaming glitches.
In the Samsung ad, one employee asks the other “You can’t handle a live stream? This is astonishing. I don’t know what your problem is. You work in technology, you can’t handle this?”
Certainly, these ads are being displayed on top of a Samsung tweet, using the words of Apple founder Steve Jobs against the company.
“No one is going to buy a big phone.’ Guess who surprised themselves and changed their minds” it reads.
A US technology blogger and advertising director, Chris Matyszczyk said mocking Apple was part of a winning line of attack for Samsung. However the parody ads, released by Samsung’s Korean arm, fell down in their “lack of wit” he added.
According to the Chris Matyszczyk, “Strategy is one thing, execution is another”. He anticipated that the company’s US advertising department would soon launch funnier take-downs and if the Apple Watch is not successful, then rivals will really attempt to make hay out of that.
Moreover, Samsung’s most recent barrage follows this year’s “Don’t be a wall hugger” campaign, which portrayed Apple the users sitting on the ground, tethered to wall sockets in order to continuously charge their devices.
Samsung’s another advertisement launched two years ago, depicts Apple as the conventional brand of choice for the parents of Samsung owners.
Apple, now the behemoth of the tech sector, has not stooped to strike back.
As described in a George Orwell novel, it is a far whimper from 30 years ago, when an Apple Superbowl commercial compared IBM market supremacy to the kind of authoritarian control.
The company promised, “On January 24th, Apple will introduce Macintosh. And you’ll see why 1984 won’t be like 1984”. After that, in the 2000s, Apple created its “I’m a Mac – and I’m a PC” series in which computers are given human form. In the ad, the roles of the PC were played by a daddish character in a brown suit and tie, whereas Mac is a hoodie-wearing twenty something played by actor Justin Long.
In the previous year, a neglected Nokia exploited the Samsung-Apple feud with its “Don’t Fight” campaign.
One character asks the other “Do you think if they knew about the Nokia Lumia they’d stop fighting all the time”. The other replies, “I don’t know”. I think they kind of like fighting.”