In the last week, we’ve seen new commercials from both Apple and Samsung.
They’re for different product categories — laptop and phone — but they do have something in common. Both promote products that have been out for some time and have no new features to boast.
With MacBook Air, Apple is in a pretty comfortable place. The ultra-light notebook category isn’t nearly as combustible as the phone category, and MacBook Air isn’t particularly threatened. Sales are better than ever.
With the Galaxy S5, Samsung finds itself in a tougher spot. Decreasing sales have already let some air out of the Samsung balloon. Apple is on the rise again, and 95% of the buzz these days is about the looming iPhone 6.
With all that in mind, let’s look at how Apple and Samsung are stating their cases.
Stickers is a great example of a well-crafted, lovable ad that scores points despite a lack of any real news. Continue reading →