Samsung is an old hand at poking fun at iPhone fans.
It ran an ad last November for its Galaxy S II smartphone that portrayed Apple fanboys and girls as blindly obedient doofuses. It ran another for the S II in January during the Super Bowl that portrayed Apple fanboys and girls as blindly obedient doofuses.
And now it’s running a new one that extols the cutting-edge virtues of the Galaxy S III that and portrays Apple fanboys and girls as–you guessed it–blindly obedient doofuses. Give Samsung points for consistency–and some real humor.
“I heard you have to have an adapter to use the dock on the new one,” says one guy standing in a line in front of a building in Chicago that heavily suggests an Apple store. “Yeah yeah, but they make the coolest adapters,” another line-waiter earnestly replies. “This year,” says another young man, “we’re finally getting everything that we didn’t get last year.”
Later, a guy in line using a Galaxy turns out to be holding a place for someone else. His parents. Zing!
The initial numbers for iPhone 5 pre-sales suggest the ads may fall on deaf ears, or at least ears plugged by Apple headphones. But the spots last January may have had an impact. BrandIndex said the campaign helped Samsung edge past Apple in brand perception, at least for awhile.
It looks like the iPhone 5 will do just fine. And if Samsung’s predictions are any indication, the S III will do well this year, too.
But Samsung, along with Google, maker of the Android software running on the devices, clearly hope to steal some of the iPhone 5’s thunder, as well as siphon off some of its sales. Will these ads do it?