Apple on the spot: Ad hijacks iPhone 5 launch

20.09.2012 Advertising : Marketing : Shepherd Laughlin

International – Samsung has released a new advertisement for the Galaxy S III, the latest in a series of tv spots that poke fun at Apple devotees who don’t recognise that, with Samsung, ‘the future is already here’.

The iPhone 5 has received positive reviews from technology critics, but many users are frustrated about the need to buy expensive adapters, as well as flaws in the new iOS 6 mapping software. The criticisms have provided Samsung with an ideal window to hijack Apple’s big release and portray it as an inauthentic spectacle.

The ad takes the opportunity to portray Apple fans as hipsters, and to tag them with associated criticisms, claiming that their personal, creative tastes are just thinly veiled conformism. The message is driven home when ‘mom and dad’ show up to claim their iPhones, with identical takeaway lattes in hand.

The Samsung ads are a great example of Brandalism. For more, come to our forthcoming Trend Briefing.

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