samsung


1
May 13

Microsoft & Nokia groom their comedy act

Let’s give credit where credit is due. An ad associated with Microsoft is making people laugh.

Not that this hasn’t happened before. The difference is, this time viewers are laughing with Microsoft — not at it.

It’s remarkable, because for many years Microsoft has been the older guy at the party trying to prove he’s cool or funny. Mostly, it’s turned out awkward (the Gates/Seinfeld buddy series), lame (“I’m a PC”) and/or befuddling (Surface dancing ads).

Given this track record, I’m assuming that the creative spark in this ad originated with Nokia. (Although Nokia hasn’t exactly behaved like a creative powerhouse in the past either.) But the branding here is heavily Microsoft, which has obviously opened its wallet to put the concept of “Windows Phone” front and center. Continue reading →


20
Mar 13

That was fast: Samsung buzz falls to earth

Wow, things really do happen faster in the world of Samsung.

Apple enjoyed a good 15 years of ever-increasing buzz before it finally took a hit. Samsung’s buzz has suffered a wound in just a fraction of that time.

What a difference a launch can make.

Samsung was on a tremendous winning streak over the last year or so. It way outspent Apple on marketing, effectively hitting the company while it was down. It had a monster hit with the Galaxy S III. It was hailed by many as “the new leader in innovation.” And it was all set to be anointed the king of smartphones with an epic unveiling of the Galaxy S4 at Radio City Music Hall last week.

But the next day, there wasn’t a lot of anointing going on. In fact, Samsung was taking hits on several levels. Continue reading →


13
Mar 13

Apple vs. everyone: battle of the tablet ads

Whatever happened to the good old days, when iPad was the only choice in town?

Unfortunately for Apple, those days are now long gone. There’s no resting on past glories. For those comparing tablets today, it hardly matters who invented what. What’s important is what they see today — and it starts with the ads.

Let’s see how the ad competition is shaping up.

Apple has always spawned passionate reactions to its advertising, pro and con. But these days, it seems that the natives are restless. Continue reading →


25
Feb 13

Apple battling where it used to crush

No one denies that Apple has been more successful than any other technology company on earth.

How that happened shouldn’t be a matter of debate, but we can always count on human nature to muddy the waters. Some Apple detractors put forth the theory that it’s not the technology; it’s all in the marketing.

Reasonably intelligent people can’t possibly believe that. However, there is one bit of truth to it. That is, Apple has always been amazingly good at marketing. It’s been the gold standard in marketing as long as most of us can remember.

No matter what brand I’m working with, technology or otherwise, it’s astounding how many times I hear marketing people cite the Apple example to make a point. Apple’s advertising history is as famous as its products.

But something’s changed. Continue reading →


10
Oct 12

Watching the Samsung-Apple playoffs

Last time Apple went heavy on advertising in a sporting event, it didn’t exactly end well.

But let us not speak of the Genius anymore. All traces of that campaign have been hidden from our sight.

Now the baseball playoffs are here. And once again, Apple has made a very expensive media buy. This time, it’s blanketing the games with the new iPhone 5 ads.

But look. Someone else has moved into the neighborhood. Samsung showed up for the playoffs with equal force, in the form of its Galaxy S III ads. You know — the ones that make fun of the lost souls who line up to buy an iPhone, when they could just as easily have a much cooler Samsung phone. Continue reading →