Samsung Bashes the iPad, Microsoft Surface and Kindle in New Ad

[ircodysseus]

Samsung is Intentionally Deceiving Consumers

This ad is deceptive in its representation of the Kindle product line.

Samsung didn’t show the screens of any of the other tablets, and I believe that was a tactic used by Samsung to deceive consumers and deter them from buying a Kindle Fire.

The whole commercial was comparing tablets, and then threw in Amazon’s e-reader–not Amazon’s Kindle Fire, which does do more than “just books”. Samsung did not refer to Amazon's device as the Kindle Paperwhite; the ad only mentioned Amazon's device as being a Kindle. This is Samsung’s strategy of trying to reinforce in consumers’ minds the idea that word “Kindle” is synonymous with books, and only books.

I always have to explain the differences between an e-reader and a tablet to less tech-savvy consumers, and Samsung has seized upon this confusion to unfairly lump the Kindle Paperwhite and the Kindle Fire into the same category in order to mislead consumers, and thus deter them from buying a Kindle Fire. People who just want to read books on an e-ink screen buy Paperwhites. People who want something like an iPad buy the Kindle Fire, Microsoft Surface, or Samsung whatever. They are two completely different products.

This is a shameful practice on Samsung’s part, not unlike how Samsung was boosting the benchmark scores in their phones with special software. Amazon may have a case to get the ad pulled. I don’t appreciate any form of misinformation, and I imagine other consumers don’t appreciate being treated like idiots.


Here’s a bit of False Advertising terminology:
http://en.wikipedia.org/wiki/Inconsistent_comparison

 

[Bibbler]

Lol, so we went from another posters comparing the ads as "classy" versus "trashy", and now we get "clever" and "snark". I think we need to start a list of all the words to describe each ad.

There are already standard words and expressions that they teach at Fanboy school over at MacDailyNews. That's why you see the same things posted over and over on Apple fansites. All Apple Products are "elegant, magical, gorgeous, delicious and tasty".. All other products are "Crappy, Junky, and Clunky"....

It's also helps to make the regular automobile analogy in every thread. Macs are BMW's and everyone else is usually a Yugo...

 

[LizKat]

The problem with "that retina thingy" as a punch line is first that she swallows the words getting them out and second, half the planet of TV viewers doesn't have a clue re Retina, Schmetina, in my arrogant opinion. What works for Apple with the retina thingy is laying eyes on it at a friend's house or in the store. What works for Samsung with or without the retina thingy, is not likely to be an ad that smacks Apple around for having something that's actually pretty nice to have. And even naming what that thing is so you can ask for it?! Oy.

I can hear someone saying "What did she say?" and then someone else saying "that retina thingy" and then "What's a retina thingy" and then "Oh Apple has this special glass in their newer iPads that makes photos and movies and stuff look so amazing." Notice that in such a debriefing, nothing gets said about Samsung, which has just paid for an ad triggering an explanation of an Apple feature.

One of the hallmarks of a bad ad, even an ad that's a kick to watch, is that it doesn't carry the brand into the customer's brain. There have been catfood ads like that. So cute and funny that you could die laughing, but was it brand X or brand Y? This is even worse. Not only do you get "Apple" hitting your brain from your pal's debriefing of the tech jargon in the Samsung ad, you'll even be cool enough to ask for the retina thingy when you get to the Apple Store. Game over.

 

[HenryDJP]

I have to admit. Samsung marketing is firing on all cylinders.
That's an effective Ad for an undecided buyer.
It could really swing them to Samsung and away from Apple, Microsoft and Amazon.

A Microsoft Surface potential user may have the hard need to run Office though, so just asking them to move their stuff is as effective as you can do against them if you are Samsung.

LOL.

In the case of MS Office, since it's now going to be on iPad as well as the Surface that's two sets of customers that Sammy won't be getting to switch over. Another thing, at least Apple and Microsoft have their own hardware and OS. Samsung can't live without Android.

 

[andreiru]

I want one, better three

 

[samcraig]

The problem with "that retina thingy" as a punch line is first that she swallows the words getting them out and second, half the planet of TV viewers doesn't have a clue re Retina, Schmetina, in my arrogant opinion. What works for Apple with the retina thingy is laying eyes on it at a friend's house or in the store. What works for Samsung with or without the retina thingy, is not likely to be an ad that smacks Apple around for having something that's actually pretty nice to have. And even naming what that thing is so you can ask for it?! Oy.

I can hear someone saying "What did she say?" and then someone else saying "that retina thingy" and then "What's a retina thingy" and then "Oh Apple has this special glass in their newer iPads that makes photos and movies and stuff look so amazing." Notice that in such a debriefing, nothing gets said about Samsung, which has just paid for an ad triggering an explanation of an Apple feature.

One of the hallmarks of a bad ad, even an ad that's a kick to watch, is that it doesn't carry the brand into the customer's brain. There have been catfood ads like that. So cute and funny that you could die laughing, but was it brand X or brand Y? This is even worse. Not only do you get "Apple" hitting your brain from your pal's debriefing of the tech jargon in the Samsung ad, you'll even be cool enough to ask for the retina thingy when you get to the Apple Store. Game over.

And yet... on the apple website it's listed quite clearly as a selling point

http://store.apple.com/us

http://store.apple.com/us/buy-ipad/ipad-retina

http://store.apple.com/us/buy-ipad/ipad-air

http://store.apple.com/us/buy-mac/macbook-pro <-- not a tablet

 

[Renzatic]

it has the word THING in it!!!

HOW COULD I MISS THAT?

...total rip off on Samsung's part.

 

[john123]

LOL, you're doing the same thing.

Not at all. You have unfortunately misunderstood completely. This is basic logic, so I'll try to spell it out as such.

You're making a claim about the entire population to the tune of, "No one would care about these features." That's a broad—and unless you're in market research, unsupportable—claim.

By contrast, I made a claim about the interests of a niche, which is precisely what Samsung's ads target. There is a niche of people—like me—who do care about multitasking. The existence of a part of the market—even a large one—that doesn't care about multitasking doesn't invalidate my claim.

Clear?

-----

The quality of the product has nothing to do with the content of the commercial. There isn't even an attempt at light humor, there is only snarky rude BS. Night and day difference.

Well, it made me chuckle out loud. So perhaps we can simply agree that different people have different tastes in humor?

-----

PC isn't a "brand". Its an open windows based platform. Apple differentiated itself on an platform or ecosystem basis with that campaign. Samsung has targeted specific brands, and in the process insulted the intelligence of potential customers. Not smart.

Samsung PR must be a nightmare. smh

Once again, I have a background in market research, and I can tell you that direct brand competition is very effective. Great contrast pieces are one of the best ways to erode market share, and they're especially effective when you are able to leverage your opponent's brand equity against them. Consider the recent Esurance commercials that use GEICO's own advertising as their springboard. Strategically and tactically, it's very sound. I can give you literally dozens of other examples over the years. It's a time-tested approach that's worked well for decades.

One of the very first things they teach in any class on marketing is the importance of parity and differentiation, or "It's like A, but B." These commercials accomplish that beautifully.

In short, sorry, but your statement about these being "not smart" and their PR being a "nightmare" is simply misinformed.

-----

Yea PC not sell or hp

This was not even English, so I don't even know how to respond.

 

[sixrom]

There are already standard words and expressions that they teach at Fanboy school over at MacDailyNews. That's why you see the same things posted over and over on Apple fansites. All Apple Products are "elegant, magical, gorgeous, delicious and tasty".. All other products are "Crappy, Junky, and Clunky"....

Kudos, you've summed it up quite nicely.

Many of Apples devotees have taken on the same elitist attitude that Steve Jobs infused into Apples culture years ago.

 

[HenryDJP]

They felt sorry for the character he portrayed. The PC. Of course they represented the users. They dressed exactly like the stereotypical users of each platform and helped perpetuate the stereotype. Windows users were assosiated as middle-aged stuffy businessmen with no concept of fun, Mac users were stereotyped as young and trendy, fun etc. I'm not taking them seriously, they annoyed me slightly. Bringing them up as a response to the cries of outrate in this thread is not "taking them much too serious".

Firstly, anyone feeling sorry for John Hodgeman for the character he portrayed need to feel sorry for themselves. If they knew anything about him they'd know he hates Windows and Microsoft with a passion which is why enjoyed doing those Mac vs. PC ads. I've seen him many times in personal interviews chanting his love for his Macs and his hatred for Windows and Microsoft.

Also there was nothing "stereotypical" about those ads. It's true, Windows is best known for it's usage in the business world and even a young hipster in the world of business is required to dress in a stuffy suit even if all his job is about is presenting Powerpoints all day.

Macs have been legendary for being used exclusively for music and that's generally what attracts hipsters and young people.

 

[jkichline]

This is how...

A bunch of idiots sitting around on their tablets yapping about tech. Shoot me in the head.

This is how Samsung sees their consumer... a bunch of idiots yapping about who's consumer electronic weiner is bigger. Fact: If you don't or can't use it, it really doesn't matter.

And really with all that fine print, and knowing how much of a <sarcasm>pleasure</sarcasm> Android is to use... it's also like saying...

* itches all the time and sometimes fails to perform

 

[casperes1996]

Hehe

I for one am glad that Samsung likes their new toy. It's a shame that they're so jealous that they pretend it's better than iPad though. Whatever makes them feel good I guess...

 

[samcraig]

Also there was nothing "stereotypical" about those ads. It's true, Windows is best known for it's usage in the business world and even a young hipster in the world of business is required to dress in a stuffy suit even if all his job is about is presenting Powerpoints all day.

Macs have been legendary for being used exclusively for music and that's generally what attracts hipsters and young people.

Haven't you just defined stereotypical?

I know plenty of Professionals who dress down and young hip people who dress up. There's no hard and fast rule as to who dresses like whom.

If anything you are now making the case that those who WERE offended by Mac v PC ads should have been - because they were being targeted. I thought the whole premise of the argument was that the ads WEREN'T specific...

Goalposts are moving fast today...

 

[eyehop]

Uh, Apple bashed PCs for years with its Justin Long commercials.

My oh my, how quickly the fan boys forget...

That would be a false equivalence, Apple knows where mean begins and ends. It's a subjective quality, the tone and the nature of the message that is different.

 

[dona83]

I like that my eReader is superb for reading books and nothing else.

 

[2010mini]

Remember the Mac vs PC ads? Same thing.

Also, competition is good, people. Apple has more reason to innovate/produce better products when they have competitors doing things (ex. here's hoping the next iPad can have two apps side by side).

Yes I remember them.... They failed at their attempt to convert PC users. They did better when they stopped trying to compare themselves to Microsoft and just focus on their products.

 

[TechGod]

"I'm a Mac": http://en.wikipedia.org/wiki/Get_a_Mac

That was when Apple was the little "one" the underdog if you will. Samsung isn't an underdog and despite that they are bashing Apple.

 

[HenryDJP]

...or maybe it's pulling the mask off the absurdity demonstrated by those who blindly follow Apple. Please note that I'm not inferring that all who buy Apple products do so out of blind loyalty. But there is some segment of Apple customers who are. We all probably know one or two of them.

So when a Samsung ad takes a jab at people standing in line for days simply to buy a smartphone going ga-ga over the most simplest of things, it is attempting to differentiate themselves from Apple. Customer loyalty is something that Apple currently excels at. That is where Samsung is poking at.

Ads are just that, ads. Every company paints their products in a superior light, even if it means redefining terms so that their product is "superior". As objective as we like to think we are, our personal bias influences how we view "truth in advertising".

But that's just plain stupid for a company spend their advertising dollars showing a customer how "stupid" they are for buying Apple and following them blindly. That does not make me feel like getting up and buying a Samsung product, not at all. Samsung needs to show me what's great about their product, not why I'm stupid for "following" Apple.
And if that's all you're getting from these ads then you're stereotyping people. Honestly, you and anyone else who say such things have zero idea on anyone's personal motives to buy a product other than your own. You can speculate all you want to when you see people in line buying something they love but the truth is you're only speculating their personal feelings.

 

[touchdown100]

SAMSUNG Is tired!

NOTICE​

First I wish to state that just because I am going to slate Samsung and defend Apple that does not mean I am an Isheep or Apple Fanboy. I simply go where the tech takes me.

I am getting sick and tired of just about all of Samsung's adverts being insulting and nasty. Obviously they can not show how good their products may or may not be without insulting competitor's products. That is just pathetic and rude!

Samsung is a bully. it can't extoll the virtues of their products, so instead complain and whine and insult competitors. They it seems have no ethics, they copy and steal designs and ideas from Apple then in the next breath slag Apple (and others). Make their minds up. Either The ipad is good enough to copy or it is so bad it needs berating and pulling down.
though the evidence suggests that Samsung copied ideas and designs I am legally bound to point out that this has not been conclusively proved yet so as such is my opinion given the facts and knowledge I have so far.

If a firm believes that their products are superior to others then they need only show how great they are and thus having an air of professionalism about them as well as respect, obviously qualities Samsung have yet to come across.

take for instance Rolls Royce, I don't ever recall them slagging off Bentley or other car firms, they don't need to. They simply say how good they think their cars are the benefits etc.
Apple these days from what I see do the same, and the sales figures help reflect that.
Pedigree Chum Dog food not long ago did a very tasteful and classy advert series. The slogan was "We're for dogs". They didn't berate or have a go at other firms making Dog food. Instead they just mentioned how they love Dogs, dogs of all shapes and sizes etc. The understated, soft sell. That worked for me because it was clever and thoughtful and respectful.
I just wish Samsung would stop being a bully and grow up.

I know now that Samsung fans will be jumping up and down and foaming at the mouth at how dare someone stick up for Apple. In that case I will simply refer you to the top of the page. Then rethink things a little then adjust your position.
Next I will remind you that there are Apple fans, yes as well as you Android and or Samsung fans.
Both are barking mad for the reasons i stated above.
Lastly I will end by saying that Samsung is just sour grapes and being like a petulant kid. Just before the Microsoft Surface was released for sale Microsoft had a break in at one of their buildings at the Redmond campus. There was some Surfaces, some Ipads and a Samsung galaxy tablet. Guess which ones the thieves took? Yup, they ONLY took the Ipads. They left the Surfaces and the Samsung. So how can Samsung hope to sell the galaxy tablet on it's own merits if thieves won't take them for FREE!

 

[HenryDJP]

Yes I remember them.... They failed at their attempt to convert PC users.

Exactly, and that's why Apple MacBooks, iPhones and iPads are seen nearly everywhere daily without even looking for them. College campuses are flooded with students using them, entrepreneurs and virtually every cafe has people using Macs. Yeah, the ads weren't effective at all.

 

[grblade]

Samsung is a just troll with a big budget. When they make a product that can survive on its own merit without a negative ad campaign I'd be more inclined to listen.

 

[abacuscounter]

The true genius of this ad has nothing to do with the comparisons made (which is of course what everyone here is getting their panties in a bunch about), but rather that it successfully conveys the (incorrect) idea that the tablet space is a wide open field filled with many competitors, of which the iPad is "just one of many". If you can get the consumer to believe there is a lot of legitimate competition, you're one step closer to having them consider you.

I have to hand it to them, its really quite intelligent. The reality of the market right now is that its iPad vs a bunch of other nothing tablets that hardly anyone owns. But by giving equal screen time to the Surface and Kindle, it creates an association in your brain between the iPad and those tablets: in this commercial your brain identifies "Samsung vs all the others", where all the others happens to contain the iPad as a member. You can see this even in comments being made on this very forum, like the person who said "everyone hates Samsung, Samsung hates everyone" --> they have succeeded in making the Samsung BRAND stand out to you as different and SEPARATE from the herd. Sure, you happen to hate them because we're on an Apple forum, but the rest of the world has no particular loyalties and thus this will have a net positive effect.

 

[wigby]

Yeah, we know. When Apple does it, it's "classy". When any other company on Earth does it, it's "trashy"... Apple's products are "elegant, magical, delicious, and tasty" - - - - everyone else makes "crappy" products...

By the way, what are you buying "Tim" and "Jony" for their Birthday's this year???

I wish I was as colorblind as your sarcasm.

 

[john123]

That would be a false equivalence, Apple knows where mean begins and ends. It's a subjective quality, the tone and the nature of the message that is different.

Did you really just pull the "Apple knows best" defense to try to differentiate these two things? Oh boy.

They're both amusing or they're both mean. It's really not that different. Stop being blinded by your bias. It's unbecoming.

 

[gnasher729]

Apple is like the official Royal Family, Samsung is like the new found money up the road from the palace. But based om responses, I'd say Samsung has hit a few nerves with most people.

You learned that from Mrs. Kane, didn't you?

People **** up (like Mrs. Kane with her book, Samsung with its adverts), others complain, and then comes the killer argument "Samsung has hit a few nerves". No, Samsung hasn't hit any nerves. They just created a nasty, annoying and ineffective advertisement.