The Apple iPhone 5 and Samsung Galaxy S4 both recently went on sale. With the explosion of mobile advertising, need for new smartphone features, and intense battle for marketshare, the stakes for both companies are incredibly high. When anything this important depends on consumer demand, the wisest companies turn to advertising.
Both companies have new commercials for their flagship phones. Apple’s new “Photos Every Day” spot and Samsung’s “Pool Party” have very different approaches to reaching their audience with a message that will resonate. It is hard to imagine what the goal was for the Apple iPhone 5 ad . They don’t highlight any new features or attack the competition. In fact they do the exact opposite by focusing on a feature that is standard on all smartphones and does nothing to distinguish their product in a competitive marketplace. Samsung, by contrast, highlights interesting and useful new features while simultaneously taking slick swipes at Apple’s failure to innovate.
Here are both commercials for you to decide: