South Korean electronics giant Samsung is still recovering from the major legal blow it suffered in its patent war with Apple last month. But while the international legal skirmish between the two tech giants continues, Samsung has taken a part of the fight to U.S. consumers with a new commercial that specifically targets the Apple’s most valuable property, the iPhone 5.
Rather than taking a cynical approach, the commercial (below) uses ironic humor to highlight the strong points of the Galaxy S III versus the iPhone 5 in much the same way as Apple did with its “I’m a Mac, and I’m a PC” ads years ago. The new Samsung commercial shows us a group of what appears to be iPhone fans waiting in lines around the country in front of mock Apple stores trading excited quips about the new phone’s features.
If the iPod-style earbud headphones all the actors are wearing, and the Apple-esque storefronts don’t convince you that this is Samsung taking a shot at Apple, the features discussed by the characters certainly will. Nearly every new feature of the iPhone 5—larger screen, new dock connector, new headphone jack—gets a breathless mention from anxious would-be Apple fans waiting on line. Even the iPhone 5’s new sapphire crystal lens cover gets a nod from one giddy consumer who tells another, “They’re saying this phone is going to be like a precious jewel!”
Although the spot just surfaced yesterday, it’s already garnered well over a million views on Samsung’s YouTube channel.
On Sunday, Samsung ran a newspaper ad comparing its Galaxy S III to the iPhone 5, and the claws came out there, as well. Samsung, however, took its first direct shot at the annual media frenzy surrounding the iPhone and the now iconic Apple store lines about a year ago in another ad.
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