Does Samsung have the ability to create an ad where they don't bash Apple? You'd think the so called "market leader" would be capable of something like that.
Their ads reflect what seems to me to be a lack of identity. This lack of self identity is why they have such difficulty resonating with people from a marketing perspective. People have trouble making an emotional connection to Samsung because Samsung exudes no traits that people can relate to. (Incidentally, this lack of self identity seems to pervade into their product development culture. They have countless models of smartphones with countless number of features. In other words, they through everything they can at the wall and whatever sticks wins.)
Contrast that with Apple ads. From "Think Different":
"Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes."
Even if you didn't like the ads or don't like Apple, everyone can at least recognize that there was a time in their lives where they were the round peg in the world of square holes.
And how about the "Misunderstood" ad that ran during Xmas? Family, holidays, pictures, videos. We all can relate to that.
Even the "I'm a Mac, I'm a PC" ads.. Mac was portrayed as the down to earth, jean wearing, average every day guy. Do people see themselves as jeans guy or do they see themselves as the guy in a tan suite?
This approach really isn't any different than what some other powerful brands do. Take for example, Nike. "Just Do It."
I suppose a phablet (that I would need a man purse to be able to carry around) is useful for being able to crop an image of Lebron so I can overlay that on a background pic of clouds. For the life of me, I have no idea why anyone would want to do that - basketball fans would find the notion entirely stupid. But hey, that's Samsung's way of making an emotional connection.
From my perspective, they would have been better off having Lebron running around all day using a Samsung phone to manage his life including keeping track of his schedule and then talking to his kids. We are not all Lebron but most of us have busy schedules and have families that we are eager to keep in touch with.