Samsung has taken another swipe at Apple and its customers with its latest TV advert, which was first played to US audiences during yesterday’s Super Bowl.
The advert (below) is part of a campaignÂ that has beenÂ runningÂ since last year that pokes fun at the hype that tends to surround Apple’s product launches.
Typically set in a queue outside what appears to be an Apple Store, ads in the ‘The Next Big Thing’ series take a fairly unsubtle approach and the latest is no exception. It features bored, tired-looking people presumably waiting for the store to open its doors exchanging inane and tetchy remarks.
One of the people spots someone outside of the queue using a Samsung Galaxy Note, a 5.3in tablet-cum-mobile phone with a 1280 x 800 screen and 4G support.
Believe it or not, the ad becomes even more irritating as it features a cameo from Justin Hawkins, lead singer of The Darkness (remember them?) singing the band’s hit record I Believe in a Thing Called Love while the Apple fans use the device to take pictures, record video and get an autograph from Chicago Bears’ linebacker Brian Urlacher.
What’s interesting is that the Galaxy Note uses a stylus and this features heavily in the advert. While the stylus is an interesting throwback to the age of the PDA, they are undoubtedly useful not just as input devices but for scratching your ears and picking your nose too – that is, before they inevitably end up down the back of the sofa.
The ad reportedly cost Samsung more than $10m just for the airtime – during the fourth quarter of the Super Bowl – before you even consider the cost of hiring Hawkins and Urlacher.