Congratulations, Samsung! You succeeded in ego-checking a bunch of Apple fan boys just in time to make them question their Black Friday spending habits. (Also, you got us to write about a cellphone commercial. Really guys, you’re on a roll.)
The ad takes place in the not-so-fictional world of lines of hipsters outside Apple stores nine hours before the iPhone 4S goes on sale. “Guys I’m so amped I could stay here for three weeks” and “Yeah, I mean, this is an event!” quickly gives way to doubt when they hear about battery problems and lack of 4G.
At which point, the commercial pokes fun at buyers appearance-oriented motivation: “If it looks the same, how will people know I upgraded?”
Enter a pretty girl with an even prettier Samsung Galaxy S II with a big screen and 4G. Suddenly the Apple acolytes are torn! But here comes the rub. A long-haired beardo shakes his head: “I could never get a Samsung. I’m creative.” “Dude, you’re a barista,” his hoodied friend retorts. Burn. Shattering Steve Jobs’s reality distortion field is one thing, ribbing the creative underclass is another. Hath not a barista big dreams?
If Apple devotees don’t find the ad unconvincing, Samsung isn’t sweating it. Brian Wallace, the company’s VP of strategic marketing, tells Business Insider they weren’t his target anyways.
“We’re not targeting fanboys. We’re not going to convert them. We’re using them as a foil to target current Android users upgrading to a new phone and people entering the smartphone market for the first time.”
Makes sense. Play to your audience: they say every time someone tells an Apple joke, an Android user gets his wings.