Let me start off by saying this: Hey Samsung, go fuck yourselves. If you made a better phone than the iPhone, people would buy it — I would be the first in line to get it. But, you don’t, so I won’t.
OK, with that out of the way, I have to wonder why Samsung would make such a mean-spirited ad. Do they really think that iPhone users are going to switch to a company that mocks them as obsessed, myopic hipsters?
The worst part is when one of the Apple Fanboys says he can’t’ buy a Samsung, “because I’m creative” and Fanboy #2 turns to him and says, “Dude, you’re a barista.” With this exchange, Samsung is basically saying, “It’s silly and stupid to try to be creative. And if you are a barista — or anything other than a professional designer — than you shouldn’t try to aspire to anything other than being a barista.” Again: GO FUCK YOURSELVES, SAMSUNG. I don’t want to buy any products from a company that thinks this way.
What really strikes me about this campaign is that it’s really bad marketing. Samsung has instantly alienated a large market segment — iPhone users — while at the same time appealing to the viewers’ most base emotion — cynicism. You don’t move people (or move products) with cynicism. You move people and products with inspiration. Compare the Samsung ad to Apple’s latest iPad ad and you’ll see the stark difference between cynicism and inspiration.