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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: Never happen
By testerguy on 2/7/2012 4:00:20 AM , Rating: 2
The internet is littered with the piss-poor designs, pathetic quality, unreliability, ridiculous overpricing, and even self-immolation of Apple products.

Piss-poor designs? Is the iPhone 4S a 'piss-poor design'? is the iPad? Even if you think so, millions don't.

'pathetic quality, unreliability' - who leads the customer satisfaction ratings, consistently, in both the smartphone and the tablet market? Hint - it's not Samsung. Good luck achieving that if you don't have good quality or reliability.

'ridiculous overpricing' - sorry but compared to what? None of the other phones or tablets out to date have as fast a combination of CPU/GPU as iPad 2 or iPhone 4S. So what exactly are you using to compare?

'self immolation' - can happen to any electronic device (and has happened to most, in very rare cases). Obviously Apple sells far more products so you would expect more incidents, I don't even think this is the case.

There is no possible way any company in the world would get away with what Apple gets away with if it wasn't Apple

What exactly is it 'getting away with' here? Making industry leading devices which go onto to become record breaking best-sellers? Ouch.

.it has to do with the fact that you people are all hardwired to think the same. And act the same...and buy the same...

The majority of Apple purchasers are not Apple fans - they just want a reliable, long-term supported, high performance good looking phone. Right now, if someone wanted the most powerful phone, there is only one place they could be directed. If the SG3 comes out and is better, sorts Androids freezing problems, battery life issues, and finally catches up with the IPhone 4S on the hardware front, then I will have no problem changing my recommendation and opinion on the current best phone.

The reason Apple sells more than anyone else is not because of a minority cult, it's because they are simply building leading products, right now.

RE: Never happen
By Reclaimer77 on 2/7/2012 9:56:38 AM , Rating: 2
If the SG3 comes out and is better, sorts Androids freezing problems, battery life issues, and finally catches up with the IPhone 4S on the hardware front, then I will have no problem changing my recommendation and opinion on the current best phone.

I call BS on that. You are SO full of it. No power on this planet could make you "change your recommendation" from Apple and you know it.

The iPhone 4S had TERRIBLE battery issues, remember that? Apple is still investigating the "battery drain" on the 4S. But you make some blanket statement, like the iTard you are, that "Android" has battery issues. So does the iPhone! Then you go and repeat some stereotypical thing about "freezing problems", which get bounced around in Apple forums by fanbois like you, when it's obvious you've never used Android. My Galaxy S2 hasn't frozen once. Not once.

Yeah I can see you're ALL about objectivity lol.

"Nowadays, security guys break the Mac every single day. Every single day, they come out with a total exploit, your machine can be taken over totally. I dare anybody to do that once a month on the Windows machine." -- Bill Gates

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