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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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RE: Apple has Integrity
By DarkPhoenix on 2/6/2012 11:28:25 AM , Rating: 2
LOL Apple has integrity and only releases products when they're done ? The RDF effect is strong with you! You already forgot about the iPhone 4 debacle ?

No, Apple has no integrity and it acts just like any money making company. In fact, Apple acts in a worst way than any other company, since when it faces competition, it tries to ban the competition's products instead of creating new and better products.

You keep buying Apple's products and keep saying to yourself they're better than others. The reality is that that won't make it true.

RE: Apple has Integrity
By retrospooty on 2/6/2012 3:41:34 PM , Rating: 2
I like how Apple used to blatantly lie and falsify benchmarks to make their PowerPC Mac's look faster than PC... That was until Intel got so far ahead that Apple switched. Oh, yes, PowerPC and our architecture is far faster, so we are going with Intel. LOL

RE: Apple has Integrity
By testerguy on 2/7/2012 4:31:57 AM , Rating: 2
Lets not overstate the iPhone 4 'issue'.

Despite having such a 'debacle' as you claim, it broke records for being the best selling phone ever, continues to sell even today (without any hardware changes), and topped customer satisfaction ratings.

The signal issue only affected a tiny minority of people, who necessarily had to be:

a) in a very weak signal area
b) not want to use a case
c) holding their phone in an unusual way

That means basically a tiny tiny proportion of people. Which is why it continues to sell, and Apple at least had the integrity to offer free cases.

Apple also offers support for devices, software wise, for far, far longer than Android does - this is probably the single biggest turn off for Android for me. That and the fact it takes months to actually receive an update after it is released, and the battery/freezing issues.

I will consider a SG3 if it's better than the iPhone 5 and all of the above issues get resolved, but going back to my original point, don't overstate the signal issue which in reality barely affected anyone.

RE: Apple has Integrity
By silverblue on 2/7/2012 8:52:18 AM , Rating: 1
holding their phone in an unusual way

You mean, holding it normally?

and Apple at least had the integrity to offer free cases.

Sure, after they originally charged $30 for them. That's not integrity, that's being rumbled.

RE: Apple has Integrity
By testerguy on 2/7/2012 4:33:57 AM , Rating: 2
Oh, just read the second part of your sentence.

Who has more integrity? A company who comes up with an original and arguably industry-creating device such as the iPad, or the company who produces a blatant rip-off which their own lawyers can't tell apart?

If you don't want Apple to sue Samsung, ask Samsung not to rip off products so blatantly next time.

RE: Apple has Integrity
By silverblue on 2/7/2012 8:58:13 AM , Rating: 2
Yet Apple ripped off the LG Prada. Enough with the "rip-off" comments, glass houses and all that spring to mind here.

RE: Apple has Integrity
By elmikethemike on 2/7/2012 9:25:05 AM , Rating: 2
Oh hai another android talking point that is patently false. You guys need new material.

"Well, we didn't have anyone in line that got shot waiting for our system." -- Nintendo of America Vice President Perrin Kaplan

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