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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

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Yeah !
By messele on 2/6/2012 10:54:07 AM , Rating: 3
Nice way to lure customers away from a rival. Insult them.

Classic business strategy.

RE: Yeah !
By GotThumbs on 2/6/2012 11:48:29 AM , Rating: 3
Could you mean like "Your holding if wrong!"

Famous words from your cult leader...who felt justified in telling you how to hold his phone.

You just keep buying what Apple tells you to buy...and let others make up their own minds.

The "We're free" statement in the commercial...has some truth to it.

RE: Yeah !
By WalksTheWalk on 2/6/2012 2:58:05 PM , Rating: 3
The commercial is not designed to win over Apple loyalists but rather to identify with existing Samsung owners, or owners of similar devices with like mindsets. They provide affirmation that Samsung users are part of the group counter to the Apple users. It's about building the Samsung brand, differentiating themselves from Apple. They may gain some new users who had not previously owned smartphones, but it's not designed to convert Apple users.

RE: Yeah !
By retrospooty on 2/6/2012 3:38:06 PM , Rating: 2

RE: Yeah !
By Tony Swash on 2/6/12, Rating: -1
RE: Yeah !
By anactoraaron on 2/7/2012 1:38:13 AM , Rating: 2
Coming soon there will be a 'magical feature' in the iPad 4. So magical that in fact it will not come with your iPad 4 and will be limited in stock so it can officially sell out multiple times. I am talking of course about the 'iStyle-us'. You will have to purchase the 'iStyle-us' as an accessory whenever it is in stock for $299.99. "Look at all of the magical things I can do with my iPad and iStyle-us!!" Apple RULEZ!!

RE: Yeah !
By testerguy on 2/7/2012 4:04:25 AM , Rating: 2
Sounds like a great advertising campaign to me....

Identify with people who already own Samsungs, and alienate the millions more people who own the best selling phone of all time (x3).


RE: Yeah !
By BillyBatson on 2/6/12, Rating: 0
"When an individual makes a copy of a song for himself, I suppose we can say he stole a song." -- Sony BMG attorney Jennifer Pariser

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