Samsung has stepped up the war of advertisement with Apple by portraying iPhone users as a character in a game devoted to following rules.
Introducing the new Apple In Action campaign, where witty animative ads make an Audacious Apple display shop parade poster, and iPhone users and Apple as its caricatured figure to shoot. In the advert, there are several people dressed in red waiting upon a person standing in front of them, like in the game “Simon Says.” The message of “iSheep” could be avoided but the entire visual illustration quite understands it all. In the main campaign with the tagline, “If you try to fit in, you won’t stand out,” Talking to people who want to fit in, the users of Apple are ranked in this category, and Samsung attacks those who want to be different. This strategy also takes advantage of the history of Apple’s ‘think different’ branding’ to evoke the very opposite idea where Samsung is presented as the brand that is different.
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Gary McCullough states that the Truth about Samsung Ads and Television Apple’s Samsung Ad Evokes Mixed Reactions and believes that there is more to integrating Samsung and Apple than just “standing out” and getting consumers to make a choice. Some Samsung critics also argue that it already borrowed some aspects of the Apple ad campaign, which it was criticizing. But then again, let’s all put it straight in user’s terms: this is merely making a friendly assault on the company in the name of existing social media interaction. Hence we all understand that will not change the mind of any diehard fan. For the record, this is not the first time that Samsung has gone after Apple in its ads. It’s common that this competition between the two firms has manifested even in the firms’ advertisements, where Samsung was always encouraging its potential customers to use its products instead of Apple’s. Anyhow, such advertisements and campaigns are in line with the already existing practices by other players in the industry that involve competitive marketing to solidify brand image and win over customers’ loyalty.
Closing Thoughts: The recent advertisement launched by Samsung targeting subtler elements and competitors of the iPhone maintains the competitive advertising tradition. It seeks to place the company as the most creative option for the consumers inciting discussions among the people fond of technology.