Samsung is back in the spotlight after releasing a new ad that openly mocks Apple for the lack of design changes to the iPhone 16. In the ad, Samsung uses elements that are very similar to Apple's iconic “Think Different” campaign, which was popular in the late 1990s and early 2000s.
Reviving “Think Different”
Samsung’s latest ad features a parade of identical white phones moving on a conveyor belt. Amidst the dull displays of the phones, the bright Galaxy Z Flip6 appears, showing an eye-catching opening and folding animation. After the animation is complete, the word “different.” appears on the screen, in lowercase and ending with a period. The use of the word “different.” is clearly reminiscent of Apple’s legendary “Think Different” ad campaign. Additionally, the font used in the ad is also very similar to Apple Garamond, the font Apple used in the campaign from 1997 to 2002.
iPhone Design Criticism
The ad makes fun of how Apple hasn’t made many design changes to its newly released iPhone 16 lineup, compared to the previous iPhone 15. While many agree that the iPhone 16’s design hasn’t changed significantly, Samsung chose to poke fun at Apple by comparing it to the Galaxy Z Flip6, which has a unique foldable design, a feature that Samsung first introduced in 2019.
History of the “Think Different” Campaign
The “Think Different” campaign is one of the most famous advertising campaigns in Apple’s history, launched upon Steve Jobs’ return to the company. The campaign was very influential in establishing Apple’s image as a company focused on design and technology innovation, especially during the launch of products such as the iMac and iBook at the time. Design was seen as a key factor for Apple to differentiate itself from competitors and achieve success.
Repeating Patterns from Samsung
This isn’t the first time Samsung has mocked Apple in its ads. Samsung previously mocked Apple when the company removed the headphone jack from the iPhone, though Samsung later followed suit by doing the same on its phones. In this ad, Samsung seems to be falling back into the same pattern: mock, then follow.
Apple's Reaction To This Ad
So far, Apple has yet to officially respond to Samsung’s latest ad mocking the iPhone’s design and reviving its “Think Different” campaign. Apple typically doesn’t respond directly to its competitors’ sarcastic ads, focusing instead on its own product launches and technological innovations.
But the reaction from fans and tech observers was quite mixed. Some considered Samsung's move as a smart marketing strategy, while others saw it as a sign that Samsung is too obsessed with Apple. What do you think, is Samsung's strategy effective?
Samsung's obsession with Apple?
To many observers, this move looks more like Samsung's obsession with Apple, as if Samsung can't stop comparing itself to its old rival. With this ad, Samsung seems to be trying to attract the attention of users who want new design innovations in smartphone devices.
Impact on Market Competition
Samsung’s latest ad mocking the iPhone’s design and reviving its “Think Different” campaign has some significant implications for the market competition between the two tech giants:
Increased Brand Awareness
These types of satirical ads often attract media and public attention, which in turn increases brand awareness. Samsung has managed to grab attention in a creative and provocative way, which can help strengthen their image as an innovator in smartphone design.
Impact on Sales
If the ad is successful in capturing the attention of consumers looking for design innovation, Samsung could see increased sales for products like the Galaxy Z Flip6. Conversely, if the ad is deemed too aggressive or irrelevant, it could have a negative impact on Samsung's brand image.
Sustainable Marketing Strategy
The move shows that Samsung continues to use aggressive marketing strategies to challenge Apple's dominance in the smartphone market. This could lead to more intense competition and faster innovation in the industry, ultimately benefiting consumers with more choices and more advanced technology.
With this ad, Samsung is not only trying to grab the attention of consumers but also sending a strong message to Apple and the entire tech industry that they are ready to continue innovating and challenging the status quo. What do you think, will this move work in the long run?
Conclusion
Samsung’s latest ad mocking the iPhone’s design and reviving the “Think Different” campaign shows that the competition between the two tech giants is still very fierce. While Apple is considered stagnant in design innovation, Samsung is trying to show that they are the leaders in smartphone design with innovative features such as foldable phones. However, whether this move will succeed in attracting consumers’ attention or instead strengthen Samsung’s image as a company that always compares itself to Apple, only time will tell.
Hopefully this article is useful and easy to understand for readers. If there are other topics you would like to discuss, feel free to let me know!
