Samsung Galaxy | Growing Up
It is known for Samsung company that has a long history of court conflicts and millions of dollars in compensations against Apple company.This time and after a period of abstention from such matters, Samsung came back even more severe with a 60-second spot in order to point out all the reasons you need a Samsung Galaxy device in your life instead of an iPhone one.
Through this spot, the company manages to attack all these iPhones’ features and innovations which have been infamous for iPhone users, such as the inability to take pictures with full storage or the deficiency of water resistance. The campaign came out just in time to endorse its flagship Galaxy Note 8 while Apple had just launched its tenth anniversary iPhone series.
So, the story begins back in 2007 with an iPhone fan who has just waited in a really long queue and got his hands on his new iPhone device, the first generation iPhone. Excited as he is, he gives a call to someone to “Guess what he just got”.
We move forward to 2010. Here we see our character trying to take a picture of his fully loaded car but his iPhone device won’t let him as there is not enough available storage to take a photo.
Then 2013. Our character is unboxing a new iPhone device. In the next scene, he meets his girlfriend Lauren, and they exchange phone numbers. This is when Samsung Note 3 makes its first appearance and we see clearly its screen size and stylus put the iPhone to shame.
Later in 2015, the same pattern goes on. Erik is waiting in the rain to get his hands on a new iPhone device and later on in 2016 his girlfriend’s Samsung device comes to prove that it is much more worth it when it survives a dip in a lake while Erik’s device needed to be put in a bowl of rice.
New year (2017) new iPhone device. But now Erik has to be wrapped in a set of connected wires if he wants to charge it and listen to music at the same time since his new acquisition lacks a headphone jack. At the same time, Lauren’s Samsung device charges wirelessly.
At this point, Erik seems to have learned his lesson the hard way so he buys himself a new Samsung device. Using the stylus, he’s texting “ Guess what I just got” with his excitement being really obvious. His old iPhone device is now shut down and thrown in a drawer.
At the end of this 10 year story, we see Erik passing by the queue that has been made for the new iPhone X, looking back at these people and the store as if he leaves these old habits to the past.
The spot closes with an incitement : Upgrade to Galaxy. Samsung
Music background was not unforeseen. The song “I’m Moving On” by Chyvonne Scott is about a disappointing relationship in which the one half has lost its charm so the other half is going to find somebody who will surrender to them and they’re moving on. An allegorical relationship where iPhone is the first one and its user is the second one who is moving on and will find its Galaxy out there.
This spot is clearly and overtly brazen and provocative. It also crosses legal boundaries. But it is efficient enough and speaks to a community which has “suffered” enough from iPhones’ deficiencies. The message is to break free from this pointless fanaticism on iPhone devices and grow up by buying a Galaxy one which would have saved users from trouble on the first place.
The Ogilvies : Danai Lyratzi Xenia Ntavranoglou Stavroula Pollatou Ioanna Thanasi Katerina Tsigarida
Ad and PR Lab coordinators : Betty Tsakarestou Lina Kiriakou
