Print 85 comment(s) - last by sbtech.. on Feb 8 at 1:59 PM

The new ad promotes the new Samsung Note

As far as product obsession goes, Apple is definitely the company to beat. Apple loyalists aren't only concerned with the technology behind devices like the iPhone or iPad, but also feel they obtain a certain status by owning the latest gadget with an Apple logo. They have a love for the brand, and Samsung is looking to grab consumers' attention the very same way -- while throwing a punch or two at Apple, of course.

Younghee Lee, Samsung marketing executive, is working to make Samsung as lovable of a brand as Apple to consumers. She wants them to not only recognize the functionality of the products, but also feel something for Samsung personally.

Lee, who used to work for cosmetics companies Lancome and L'Oreal, started working for Samsung four and a half years ago. She was known as the "cosmetics lady," and many in the technology industry couldn't figure out what Samsung was doing hiring a person familiar with make-up. However, Lee argued that both make-up and devices like smartphones have something in common -- they're both based off of technology, but also give consumers a sense of who they are by owning them.

"Very often, people believe cosmetics are a box of hopes or illusions," said Lee, who added that cosmetics are technology-based as well. "Mobile can be a symbol of who you are. A lot of people believe, 'what I have in my hands is me.'"

That's exactly what Lee is trying to target with customers. She wants to grab at their heart strings and make them feel a love and loyalty for Samsung's products.

"Especially in the U.S., people are obsessed with Apple," said Lee. "It's time to change people's attention."

Samsung Galaxy Note

Samsung did just that in its latest jab at the Cupertino company. In a commercial that appeared during the Super Bowl yesterday, a line of fans, assumed to be Apple fans waiting outside for the next big Apple release, are swayed away from the line when they discover their love for Samsung products. Justin Hawkins, lead vocalist and guitarist for the British glam rock band The Darkness, appears on the street singing the band's hit song, "I Believe in a Thing Called Love," as the ex-Apple fans join Samsung lovers in a series of celebratory events like dancing and shooting themselves from cannons. The ex-Apple fans make statements like, "We're free!" to show their newfound love for Samsung instead.

This commercial, which promotes the Samsung Note, is the sequel of a previous ad Samsung released back in November 2011. That particular commercial mocked a line of Apple fanboys waiting days in advance for the next Apple release as well. This latest Super Bowl ad seems to add a bit more depth to the commercial than just mocking Apple, with more of that love for Samsung that Lee was talking about.

Check out the commercial for yourself if you happened to miss it:

There has been increased rivalry between Apple and Samsung over the last year especially. For starters, Samsung's Android-powered devices outsold the iPhone 5-to-2 and had nearly 50 percent of the market back in August 2011. However, Apple made a big comeback at the end of the year and ended up beating Samsung in 2011 global smartphone sales.

Aside from sales, Apple and Samsung have other issues. Last April, Apple began launching a series of lawsuits against Samsung around the world, accusing the South Korean electronics maker of copying the iPhone and iPad with its Galaxy S 4G, Epic 4G, Nexus smartphones, and Galaxy Tab 10.1. Samsung flung a few lawsuits back as well, such as the 3G lawsuit against Apple in France. However, Apple still successfully banned Samsung's Galaxy Tab 10.1 in Australia and Germany in 2011.

In December 2011, Samsung was able to lift the ban in Australia, but is still working to do the same in Germany. Apple just recently decided to expand its patent claims against Samsung in Australia as well in hopes of reinstating the ban.

Sources: YouTube, All Things D

Comments     Threshold

This article is over a month old, voting and posting comments is disabled

RE: Super Lame
By AmbroseAthan on 2/6/2012 10:54:06 AM , Rating: 4
It's 2012 and we're back to using a stylus? Didn't we all rejoice when multitouch broke onto the scene and now Samsung's newest entry blasts us back to the Palm Pilot days?

Why do people keep being upset about the pen? The primary input is still your finger just like every other capacitive phone right now, but it also has a wacom style pen you could use, but do not have to.

They have added something to the experience without taking anything away. Personally, it seems like a great thing to me for random notes or sketches, etc. I am just annoyed it is on AT&T.

RE: Super Lame
By corduroygt on 2/6/12, Rating: -1
RE: Super Lame
By ksherman on 2/6/2012 11:27:59 AM , Rating: 4
Totally with you. I wish there was better pen input support, especially on the tablets.

RE: Super Lame
By Reclaimer77 on 2/6/2012 12:00:40 PM , Rating: 2
Why do people keep being upset about the pen?

Because they're fanboi's looking for any angle to marginalize Samsung.

Apple with all their trillions, didn't even run an add in the Superbowl. From a marketing standpoint, stylus or no stylus, that makes this commercial a win-win.

RE: Super Lame
By amanojaku on 2/6/2012 12:10:43 PM , Rating: 3
Apple fans don't have balls, so why would they watch the SuperBowl?

Anyways, debating the use of a stylus is silly. No one in his or her right mind pecks on a touchscreen to write a lengthy message or note. A stylus is the best way to write things down when you are lacking a keyboard; people seem to forget about handwriting recognition.

Fingers to navigate, stylus to write, keyboard to type - it just makes sense.

RE: Super Lame
By Reclaimer77 on 2/6/12, Rating: 0
RE: Super Lame
By corduroygt on 2/6/2012 1:50:50 PM , Rating: 2
You must have girly hands as I have no problems holding and typing with two hands on my 9.7" HP touchpad :)

RE: Super Lame
By testerguy on 2/7/2012 4:26:40 AM , Rating: 2
It's not silly to debate a stylus when the cold reality is that not many people want to use a stylus on their phone.

At best, it's a weak selling point. At worst, it makes the device look outdated.

Most people who write/text a lot on their phone can do so just as fast as they can write using a pen, and in a far more convenient way. Good luck writing a long message with a stylus whilst holding your luggage in the other hand and balancing in a train. If you want to do it quickly, then you can simply use Siri - arguably the fastest way to take notes, no stylus required. Taking notes is probably, for me, the single practical benefit to Siri - but it's a very real one - far more effective, fast and practical than any handwriting recognition.

We've already moved away from using Stylus's once, people don't like them. It's fiddly, it gets lost, it requires both hands, and it offers very little benefit in the vast majority of situations.

In my opinion, it's not just Apple fans who don't want a stylus.

"We can't expect users to use common sense. That would eliminate the need for all sorts of legislation, committees, oversight and lawyers." -- Christopher Jennings

Latest Headlines
Inspiron Laptops & 2-in-1 PCs
September 25, 2016, 9:00 AM
The Samsung Galaxy S7
September 14, 2016, 6:00 AM
Apple Watch 2 – Coming September 7th
September 3, 2016, 6:30 AM
Apple says “See you on the 7th.”
September 1, 2016, 6:30 AM

Most Popular Articles5 Cases for iPhone 7 and 7 iPhone Plus
September 18, 2016, 10:08 AM
Laptop or Tablet - Which Do You Prefer?
September 20, 2016, 6:32 AM
Update: Samsung Exchange Program Now in Progress
September 20, 2016, 5:30 AM
Smartphone Screen Protectors – What To Look For
September 21, 2016, 9:33 AM
Walmart may get "Robot Shopping Carts?"
September 17, 2016, 6:01 AM

Copyright 2016 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki