updated 12:40 am EST, Tue January 24, 2012
Samsung swings to character over product in ad
Samsung in the space of a day has already posted a new ad (below) in its Galaxy S II campaign run-up to the Super Bowl. The new spot returns to the infamous barista of the first ad and mocks him for being 'creative' through latte art. His friends come in to get ready for what the Samsung owners think is real camping; they find a campsite quickly on 4G, only to learn that the others meant the iPhone line.
"This is the Woodstock of our generation," the barista says as he and his friends camp out in line at the mock Apple store, showing that they'd missed out on a real experience for the sake of a phone.
The ad doesn't focus nearly as much on technology as Sunday's promo and instead makes fun of Apple's lineup-driven launches. As before, the pitch is somewhat ironic. Samsung hasn't fostered the kind of pent-up demand that would trigger a lineup on its own, and it used a $2 Galaxy S II sale to effectively pay for a lineup in Australia that showed its desire for the same kind of line it has been mocking in the US.
What Samsung plans for the Super Bowl, if anything different, still isn't known. Its attitude is still a sharp contrast to Apple's, where Samsung is willing to attack the users themselves and not just the product.