Late last month, Samsung released an ad for its new line of Galaxy S II phones that mocked iPhone fans who queue up for the latest model. The ad portrayed iPhone users waiting in an interminable line in New York as smug hipsters, and featured one of the best lines in a commercial in recent memory:
“I could never get a Samsung,” says a bearded young man sporting oversized headphones and a MacBook Pro perched on his lap. “I’m creative.”
“Dude, you’re a barista,” says his dismissive friend.
Here’s the ad, in case you’re one of the four people left in the U.S. who hasn’t seen it.
Of course, it would take a lot more than some Madison Avenue snark to knock the bloom off Apple’s rose, right? After all, Apple’s one of the country’s most-admired brands. Besides, no one lines up for Samsung’s phones . . .
Well, apparently the Samsung campaign is having an effect. Phillp Elmer-DeWitt reports Fortune’s Apple 2.0 blog that Samsung’s “buzz” has passed that of Apple’s iPhone. The report is based on a study by YouGov, which tracks how the public perceives brands.
In other words, the ad may be influencing the wrong people. On the other hand, there’s also more room for sales growth in this older demographic – presuming you can convince them a smartphone would make their lives better.
I’m not sure folks who’d line up for an iPhone are not going to do so because Samsung’s made a clever ad mocking them. And I don’t think the ad is going to cause anyone to say, “I don’t want to be like those hipsters — I’m buying a Samsung smartphone!”
I’d be very curious to see how YouGov statistics for younger respondents.