Source: Adweek
Samsung has rolled out a new minute-long ad titled “Growing Up” in which they continue to diss Apple, but now mocking an entire decade of loyalty for Apple.
The ad revolves around a young Apple fan, Erik, who has been buying iPhones throughout the years, and the Samsung tracks his history with Apple through the disappointments he experienced with every new iteration.
The brand tells the parallel story of Samsung devices, through the main protagonist’s girlfriend, and it’s quite entertaining to see how all the buzzed about flaws of iPhone’s throughout the years are compared to the Samsung products in this ad.
In the end, Erik “grows up”, and switches to Samsung.
U.S. magazine Adweek shrewdly noticed that Samsung had opted to skip the point where Erik would enjoy his mostly trouble-free iPhone 7, while his girlfriend Lauren might be dealing with a Note 7 exploding to her face.
The point of the ad is that Samsung delivers innovations people want, without removing ones they need.
“At a time when tens of million Americans are ready to upgrade their smartphones, the two biggest brands have introduced flagship devices—at the same time,” Samsung says. “This new ad speaks directly them, underscoring why so many are choosing Galaxy S8, S8+ and Note 8 as their next smartphone. Instead of being on autopilot, they are finally excited about technology again.”
The campaign is done by Wieden + Kennedy Portland, and was directed by Isaiah Seret. The ad was produced by Biscuit Filmworks.Now go back to the ad, and pay attention to the hairstyle of the guy that appears in the cue for iPhone X at the end of the ad.
