samsung


19
Dec 14

Apple holiday ad 2014: two ways to see it

Another year, another Apple holiday commercial. So, what do we think?

Nosing around the internet (and pestering friends and associates), my non-scientific small-sample analysis of The Song yields these results:

• Most people like it.
• Some people love it.
• Some people think it goes over the top into Hallmark territory.

And then the dose of reality — even among the people who like this ad the most, quite a few qualify their answer by saying “but it’s not as good as last year’s spot.”

Killjoys!

Well, the truth is, when its ads are critiqued, Apple has it rougher than other companies. It is not only graded vs. its competitors — it’s graded vs. its own past. That’s what you get when your advertising is as legendary as your products.

And so, if we are to review this ad, it’s only fitting that we review it two different ways. Continue reading →


29
Sep 14

The joy of Apple-slamming

Now that the Bendgate uproar is subsiding (personally, I much prefer the name “Bendghazi”), I think it deserves a moment of calm reflection.

To me, the story isn’t that Apple created a sub-standard product. Because it didn’t.

The real story is that all these people were so quick to believe that Apple had screwed up in such a monumental way — and then joyfully helped blast this “news” into the public consciousness.

It all started with the notorious bending video.

Honestly, the first time I saw this, I thought it was pretty moronic. The guy’s hands are literally trembling from the force he exerts in his attempt to bend the thing.

I don’t doubt that one could bend an iPhone 6 Plus if he had a mind to. Continue reading →


15
Sep 14

Samsung having iPhone 6 anxiety issues

Samsung, you rascal.

I thought you’d unloaded all your anti-iPhone 6 ammunition with that spate of bad ads a few days ago.

Yet here you are, trying another tack.

This time, rather than going with the unfunny comedy approach, you’re basically presenting your case to the jury. You had the big screen first and you can prove it.

Okay.

Unfortunately, you’re overlooking one little detail: nobody gives a hoot.

Most people care about the choices right in front of them. Today. They look at price, quality, design and reliability. Who came first isn’t exactly #1 on their priority list.

Of this you should be thankful.

Otherwise, iPhones would own 100% of the smartphone market. You’d also have some explaining to do about that nifty little fingerprint reader you recently added. Continue reading →


12
Sep 14

Samsung innovation: funny ads without humor

I take some heat for sometimes saying nice things about Samsung advertising.

When I do that, it’s strictly as an observer of marketing — certainly not as a fan of the company. The fact is, Samsung has scored points by making fun of the Apple culture, just as Apple did by poking fun at PCs in the famous Mac vs. PC campaign.

However, Samsung’s marketing efforts have been spotty at best. As much as it has benefited from good ads, it has soiled its own nest with ads that are embarrassingly amateurish.

Historically, the gap between Samsung’s advertising peaks and valleys has been so extreme, I have to believe the ads are either created by different teams in different countries, or by one team with multiple-personality issues.

Now we have a whole new batch of Samsung ads that poke fun at Apple. Or, I should say, attempt to poke fun at Apple. There is a serious shortage of fun in these spots, and they are unlikely to gain favor even amongst Samsung believers. Continue reading →


24
Jul 14

Apple & Samsung: different takes on interim ads

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 →


8
Apr 14

Apple’s little advertising crisis

Phil – and his email – get their day in court

Corporate legal dramas often serve as a reminder to one of the new cardinal rules of business:

Watch what you say in email.

I suspect there are a few people at Apple and its ad agency TBWA\Chiat\Day who wish they could take their messages back, now that Samsung’s lawyers have introduced them as evidence.

One email from Phil Schiller to Tim Cook says that Apple “may need to start a search for a new agency … we are not getting what we need from [Chiat] and haven’t been for a while.”

Tim’s reply: “If we need to do this, we should get going.”

Yikes.

This all happened in 2013, so who knows if it’s blown over by now. But given Steve Jobs’ long-running relationship with Chiat, this potentially represents a huge break from the past.

A little perspective is in order. Continue reading →


24
Feb 14

Samsung and Apple: two flavors of innovation

What exactly defines an innovator these days?

Has Apple lost its title of “most innovative” because it hasn’t changed the world since 2010? Or does Samsung now own that title, even though it hasn’t changed the world since … uh, when was that again?

Obviously, innovation comes in many flavors.

Sometimes it’s about creating revolutions, other times it’s about adding features. Sometimes it’s about creating things that people fall in love with, other times it’s simply about creating things.

It’s because of the Samsung vs. Apple innovation debate that I’m so eager to see what will happen with the smartwatch category.

For the first time, no one can accuse Samsung of copying Apple as they did with iPhone and iPad. It literally beat Apple to the punch on this one.

When (and if) Apple unveils an iWatch, the world will finally see — in the starkest terms — the true difference between Samsung innovation and Apple innovation. Continue reading →


30
Dec 13

Samsung: victim of its own DNA

Oh, to be an electronics behemoth.

With its infrastructure and reach, Samsung has the power to build products in infinite categories and ship billions of products worldwide.

However, there is something very wrong with one particular strand in its corporate DNA. It’s the one labeled “marketing savvy.”

Here’s a company with a number of hit products in the mobile space and an advertising budget several times that of Apple. Yet, despite a few creative moments, something deep inside keeps pulling it back to advertising mediocrity.

See Exhibit A above. This is the newly released 2.5-minute piece being deservedly slammed as one of the worst commercials ever made. Continue reading →


11
Jul 13

Global branding: Samsung vs. Apple

Thanks to YouTube, we’re often treated to commercials from around the world.

Some are really fun to watch. Others, like this one from Samsung Iceland, are truly inexplicable.

Despite its many flaws, this spot does an excellent job of highlighting a philosophical difference between Samsung and Apple. (In case you needed another.)

What’s the best way for a company to build its brand across so many different countries and cultures? Centralize advertising at corporate HQ? Or empower local agencies to “do their thing”?

Local agencies leap at any opportunity to show off their creativity. It’s far more fulfilling than executing ideas born elsewhere. Unfortunately, agencies who are given more freedom can end up diluting or damaging the brand — as evidenced by Exhibit A above. Continue reading →


2
Jul 13

Behind the “Apple ads flop” story

Last week, a story spread through the Applesphere that Apple’s new brand commercial, Our Signature, is a flop.

This, according to Ace Metrix, which is in the business of researching such things for its clients. (See Bloomberg Businessweek story here).

On the heels of this story came another, in which it was revealed that Ace Metrix has on its client roster a company called … Samsung.

Naturally, that revelation sparked some good conspiracy theories. Like this one: Maybe Ace Metrix is saying that the ad is bad because in fact it’s really good. But since Samsung is pulling the strings, they’re saying it’s bad so Apple might believe the numbers and take it off the air. Score another point for Samsung.

Hold on there, fellas. Continue reading →