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 →