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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 TakinYourPoints on 2/8/2012 5:38:18 AM , Rating: 2
Yes just like Windows was "inferior" because it was "less secure".

Who said that, it is plenty secure, why else would businesses around the world be using it?

As far as benchmarks go, that's funny. When Apple loses in benchmarks you guys go "It's about the experience, not numbers". When you have a lead in benchmarks, suddenly Apple is a performance crown company.

It isn't about that at all, it is about responding to blatantly wrong posts about hardware performance. When someone says that the Tegra 3 is better than the A5, it is time to drop some knowledge. Tegra 3 is barely competitive with a year old SoC that is about to be replaced, of course NVIDIA's issues with their mobile parts are going to be brought up.

I thought things like speed and benchmarks were for "enthusiasts who obsess with tweaking hardware" while you guys focused on the "experience and look and feel"? My how times have changed :)

I value all. My PC has an SSD and SLI video, but I also have nothing but IPS monitors and I type on a mechanical keyboard.

Performance and look and feel are important to me. I don't think they are mutually exclusive in the slightest.

But by bringing up statistics and benchmarks you just further alienate yourselves from the Apple majority. They don't care about that. You're just using it as fodder for fanboism. These companies are going to be leapfrogging themselves for years now, it's silly. The Galaxy III is going to beat the 4S, the iPhone 5 is going to beat that, on and on and on and on lol.

I don't care about the "Apple majority", first because I am platform agnostic, and also because it is beside the point given that they have gone way past the core "cult" and firmly into the mainstream. More iOS devices were sold last year than XBox 360s over its entire lifespan, that defines mainstream.

Statistics and benchmarks are the language of the techie. I've been building PCs for over 15 years so of course I'm going to pay attention to and talk about benchmarks. I'm also going to pay attention to look and feel. Hardware means little if the end result has problems.

If iOS on an A4 or Windows Phone 7 on Snapdragon are both smoother than Froyo or Gingerbread on the technically faster Hummingbird, of course I'm going to say that the hardware is irrelevant because the OS is deficient. You have to look at the big picture.

It isn't about picking whether to follow benchmarks or not when it is convenient, it is about taking hardware into consideration with practical experience.

ICS is finally addressing issues of smoothness, which is good. OS updates, carrier control, fragmented app market, lower profitability for developers, those will continue to be big problems for Android until Google takes control away from carriers and hardware companies in the same way Microsoft did, but I'm not holding my breath.

Even the oldest WP7 device is getting Mango, while the "flagship" Droid X which is only a little over a year old isn't getting ICS, ridiculous.

"Young lady, in this house we obey the laws of thermodynamics!" -- Homer Simpson

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