That’s not us trying to be cool or hipster with that headline up there — that’s actually the title of Samsung ‘s new iPhone (and BlackBerry)-bashing TV commercial. The new ad focuses specifically on the enterprise market, and how both the iPhone and BlackBerry are largely considered by the company as ‘inferior’ for business usage.
In fact, one of the people featured in the ad outlines her personal “system,” which basically consists of using a Samsung smartphone for all her business work, and relegating her iPhone for “home” use – (making sure to point to each respective handset as she describes this system). When the woman is challenged by a work colleague as to why she is still using the iPhone for “home” stuff, when the Galaxy S III is capable of doing both business and play, the woman responds by saying: “Ally, respect my system” – (which some may interpret as having a condescending tone).
In addition to detailing the design and development process of “Unicorn Apocalypse” – an aptly named (and definite dig) at the “Unicorn” mentality which often surrounds Apple’s iPhone product launches, the ad then attempts to show-off Samsung’s “SAFE” technology, without the company actually showing off what the technology is capable of doing. Instead, we’re left with the strap line: “Play Hard. Work Safe. The Next Big Thing for Business is Here.”
Those who have been reading for a while will know that we try to be pretty fair when stating our opinion, but this particular ad just leaves us with one burning question — When exactly can we get our hands on Unicorn Apocalypse?!
We’ve embedded the new ad above – Enjoy!
/ Image Credit: “NilTrace” via DeviantArt
/ iClarified (h/t)
Samsung’s ads which try to attack iPhones and iPhone users, are just viewed as a sign of desperation… and they are counter-productive (instead of luring iPhone users, Samsung’s attitude toward them just pisses them off).
Compare these ridiculous Samsung ads to Apple’s ads. Apple does not try to demean other products or users. They show the clear benefits of using Apple products, and these benefits stand on their own merit (something which Samsung’s don’t do).
It’s kinda cute and entertaining, but basically pointless. Doesn’t Samsung remember the dot.com disaster? That’s the biggest take away from this commercial.
It’s a bunch of hipster geeks in a fantasy work environment where the most important thing is a trendy, fun work environment doing cool technology stuff that’s going to be BIG!!
Er whoops! That already failed big time, and the only ones still believing that are not making any money off Samsung products or Android in general. The real Unicorn Apocalypse will be when these slackers lose millions in investors’ money and close up shop. Now that’s an ugly ending to a fairy tale.
Nice message there, Samsung.
Boring. Nothing against funny effective comparisons (remember “I’m a PC / I’m a Mac”?) but these are not funny.
SAFE = Samsung For Enterprise. It is suggested it is ‘safe’ because it has high bit encryption. What use is that encryption is the app ecology is riddled with trojans? A bit like a steel door in a straw hut.
And btw, should I trust a company that reports internal sales between units as overall company revenue?
Samsung ads in particular, and Android in general, have been light on substance. I’m pretty sure no one has a robot dialing their Android phones for them, and I’m also pretty sure that not having to wait in line to get one is hardly a strong marketing point. The only tangible feature that Samsung has demonstrated in their ads seems to be that if you’re standing next to another Samsung user you can transfer files to them. But then, if I’m standing next to the people with whom I interact, why do I need a phone at all?
I thought it was hilarious, and my husband wants to play Unicorn Apocolypse. Frankly, all the iPhone users I know are either over forty or under twenty and they ALL have cracked screens. I may be impressionable, but I will definitely be looking at a Samsung Galaxy in the near future.