Wednesday, January 4, 2012

Has the Next Big Thing Arrived?

Who would have thought it would be Samsung that would have the flair to take on Apple? First it was a product coup and now the commercials. The commercials - they have an eerie resemblance to chapters from Apple's past. Only that it was between a different opponent and amazingly, the winner is not the same anymore.

Samsung first started by ripping the iconic Apple commercial into a million shreds. While Apple glorified the crazy ones, the misfits who later came to be regarded as geniuses who changed the world, they did end up knowingly or unkowingly writing an ode only for the geniuses - a fact probably not resonated among the rest of the 'not so intelligent' lot - until Samsung came out with this S2 commercial:



The copy is not only crisp but extremely intense. "Nobody ever set their site on second place! Who aspires to be almost remembered? There is a reason why there are no giant foam figures that say 'We are Number 3!'. No one wants to tell an average joke, make an underwhelming entrance, go out with a whimper. No one ever stood in front of the mirror with a hair brush pretending to be the tamborine player and there are definitely more kids dressed as Batman than Robin. WE ALL ASPIRE"

That's a potent emotion Samsung is injecting into the nerves of their audience.

If that was it, we could have called it a brilliant commercial by a really creative agency. It seems though, this is just the start. Somehow, it makes you sit back and wonder, has the next big thing really arrived? Isn't this what Apple did to the IBMs and the Microsofts before it became the symbol of 'cool'?

Have a look at this series where Samsung Ads mercilessly mock Apple Fans:

THE NEXT BIG THING - 90 Sec TVC (You get the drift with this one)


THE NEXT BIG THING - SLEEK


THE NEXT BIG THING - FLAUNTING


THE NEXT BIG THING - MOVIES & MUSIC


THE NEXT BIG THING - 4G SPEED


THE NEXT BIG THING - APPS


THE NEXT BIG THING - DISPLAY


Maybe the next thing has actually arrived!