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'Think Different' Campaign Creator Suggests Apple Needs to Step up its Advertising Game to Counter Samsung

3N16MA said:
I will take the product based ads over poor attempts at comedy using celebrities and mocking the user base in which you want to capture.
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Same here. Funny too as I don't like the Samsung ads at all, they are all color-graded with a grey tone that is not appealing, the product is barely shown and I almost groan every time one comes on the screen. Same with Microsoft and their Surface tablets, showing people dancing and clicking away, not effective.

Apple shows actual people using the products at times or just depicts how useful they are in our daily life. This guy is just bitter or who knows? Don't agree though with his analysis.
 
scaredpoet said:
Actually, they pretty much did, with one of the last in the series: "I'm a Megan."

YouTube: video

Mac and PC represented the devices, not the people.



Why did you feel mocked? Did you personally crash and bluescreen? Did you personally lack built in productivity apps, or had a small screen, or was part of a range of products? No, it was the machine that had these attributes. You are not a machine. If you felt mocked and took offense, you read the ads wrong.

Samsung on the other hand, makes no bones about who they're attacking: if your hunk of metal and glass has an Apple logo, you are unhip, and uncool, a lemming that stands in line for old tech; an old fuddy-duddy who doesn't understand hip and cool technology. You are being mocked by Samsung, outright. The messages are very different.
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Yeah - I think you're missing the general point. If the product you use is being ridiculed, some people (not myself) feel as if another company is pretty much saying those that would use such a product are clearly stupid. Guilt by association perhaps?

Regardless of Mac/PC or Apple/Samsung - a device shouldn't define who you are anyway. So anyone "offended" by a Samsung ad that pokes fun of Apple users, to me, is just as silly as someone who is "offended" by the Mac and PC ads.
 
dojoman said:
Samsung ads are lame. They keep showing people scrolling with stylus. How hard it is to scroll with finger or draw something?. Is this innovation?
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Actually, I know a few people that would like an optional stylus. Drawing or writing with your finger only goes so far... you don't have the fine control you get with a stylus. I don't recall an ad showing-off them SCROLLING with the stylus

Sure, for like 90% of users they touch-keyboard and occasional finger-draw are more than enough for your quick notes or something. But for some people, having the option to draw or write an actual note in your regular handwriting do help. Often, these are things that are more business-oriented.


I don't use a stylus nor do I do anything where I'd need one. Just saying, I know some people that DO use them.
 
I think Apple needs to 'step up' more than just their advertising.
iOS, phone / tablet design, new product ideas, screen size, etc...
 
Got a kick out of the quick disclaimer in the ad, "Some sequences shortened." They might want to put a more optimistic spin on that: "Some things take time."
 
the only thing apple needs to do is "stay different". samsung ads are fine but only because they appeal to people looking for an apple alternative. if apple gets aggressive and tries to match samsung's tone and quirkiness, they'll get lost in their own message.

apple is product-centric and their billions of customers appreciate this and their ad messages. they've already educated, entertained and expressed their message regarding current products so they don't need to really do anything until they introduce a new product.
 
samcraig said:
Yeah - I think you're missing the general point.
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The point is that there is a clear difference between showing you what product X can do that product Y can't, and directly being told that these people are dumb for having Y product as opposed to X.



Regardless of Mac/PC or Apple/Samsung - a device shouldn't define who you are anyway. So anyone "offended" by a Samsung ad that pokes fun of Apple users, to me, is just as silly as someone who is "offended" by the Mac and PC ads.
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I agree. I was a Windows XP user when the majority of the "Get a Mac" ads were on the air. They got a dismissive chuckle out of me from time to time, but didn't motivate me to get a Mac. Ultimately, it was Windows Vista that did all the convincing I needed.

But the other point is whether openly insulting people is a superior marketing tactic than what Apple is doing today: showing their products' features and not commenting, let alone attacking, other products or the people using them.

Personally, I prefer what Apple is doing today, while Samsung's messages don't motivate me to think "gee, I should ditch my unhip iPhone and buy that thing." Instead I think "wow, I guess smug hipsters use Samsung devices... I really don't wanna be a smug hipster."
 
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nazaar said:
I think Apple needs to 'step up' more than just their advertising.
iOS, phone / tablet design, new product ideas, screen size, etc...
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Screen sizes don't need to be bigger. The point of tablets is to be simple...
 
The big thing for me is that Samsung are noticing an Apple weakness - it's hard to get things done on an iOS device.

Apple are really picky about how they want this 'post-PC' syste, of theirs to work. They're right to be rethinking things like the file system, but it means you basically can't work with people to get things done on, say, an iPad very easily.

Apple needs to improve the product. Then the product-based ads will be better as a result.
 
syd430 said:
I actually think the way Apple ignores Samsung's kicking and screaming and just focuses on their own products is pretty badass.

Besides, nobody is going to believe Apple if they start to pretend to be the underdog now. They are clearly the incumbent.
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I agree. I feel like Samsung is almost baiting Apple. I'm glad Apple is choosing not to bite.
 
!!!!!

Its nothing to do with the adverts; more people fed up of Apple resting on their Laurels, buggering things up and not having the products (or OS) to compete ... or at the least, the products (or OS) to excite people anymore!

I've just ordered a Nokia Lumina 620 for £150 - I'm excited about trying this new windows environment out at a cheap price; and excited about what the Galaxy S4 will deliver come March 14th. As for Apple ... meh ... a boring iPhone 5 upgrade from the 4S, nothing great on the horizon other than rumours which we all know will result in nothing if the last 2 years is anything to go by!

I'm also fed up of Apple suing everyone, Jonny Ive's creepy videos and as above, competitors obviously working harder than Apple to bring out more exciting and innovative products!

Last night I happened across my old iPhone 3 ... compare the design and style to the 5 and thats a start as to where Apple started to go wrong!!!!

In short, Apple = BORING!!!!
 
barkomatic said:
He's right, Apple needs an aggressive ad campaign. I feel like they aren't adapting to change very quickly these days.
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You are right. I agree with him, something need to be done at Apple. They have the best product and customers who will stand in lines to get them. The recent commercials are not that great and they don't really have to many TV ads like they used. There ads used to be fun and creative now not so much.
 
scaredpoet said:
Personally, I prefer what Apple is doing today, while Samsung's messages don't motivate me to think "gee, I should buy that. Instead I think "wow, someone's desperate."
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Honest question: Would you ever consider buying a Samsung product either way?

In other words - are you remotely the target audience. Or are you an only Apple guy. Note I am not implying at all whether or not you're a "fan boy" or anything. A sincere question as to whether or not the ad would "need" to speak to you or not.
 
DaffyDuck said:
I remember during the "I'm a Mac" commercial phase, people were saying Apple needed to just show the product and how it works. Now they are doing that, brilliantly in my opinion, and people are now saying the opposite.

I didn't like Samsung's Oscars ad mostly because I thought it was an ad for a game. Seriously. You have to pay very close attention to it to even know it is a Samsung ad. I'm pretty sure Microsoft has done lots of ads like this and they have not been successful.
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The MAC vs PC adds were funny, but I didn't even think about buying a Mac until I was in the Apple store getting my first iPhone.
 
chadley_chad said:
Its nothing to do with the adverts; more people fed up of Apple resting on their Laurels, buggering things up and not having the products (or OS) to compete ... or at the least, the products (or OS) to excite people anymore!

I've just ordered a Nokia Lumina 620 for £150 - I'm excited about trying this new windows environment out at a cheap price; and excited about what the Galaxy S4 will deliver come March 14th. As for Apple ... meh ... a boring iPhone 5 upgrade from the 4S, nothing great on the horizon other than rumours which we all know will result in nothing if the last 2 years is anything to go by!

I'm also fed up of Apple suing everyone, Jonny Ive's creepy videos and as above, competitors obviously working harder than Apple to bring out more exciting and innovative products!

Last night I happened across my old iPhone 3 ... compare the design and style to the 5 and thats a start as to where Apple started to go wrong!!!!

In short, Apple = BORING!!!!
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Why are you here?
 
karpich1 said:
Actually, I know a few people that would like an optional stylus. Drawing or writing with your finger only goes so far... you don't have the fine control you get with a stylus. I don't recall an ad showing-off them SCROLLING with the stylus

Sure, for like 90% of users they touch-keyboard and occasional finger-draw are more than enough for your quick notes or something. But for some people, having the option to draw or write an actual note in your regular handwriting do help. Often, these are things that are more business-oriented.


I don't use a stylus nor do I do anything where I'd need one. Just saying, I know some people that DO use them.
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Agree. There is a world of difference between a pen and a stylus.

NUI stands for natural user interface. It's the name given to these new sorts of human-centric input methods (touch, pen, speech, movement, etc).

Apple right now only do touch (with a dabble in to speech). Pens are a far more technically achievable breakthrough. I wish Apple would see that.
 
barkomatic said:
He's right, Apple needs an aggressive ad campaign. I feel like they aren't adapting to change very quickly these days.
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Sounds more like your issue is that they aren't changing designs etc enough to fit what you think they should be doing. Not that they aren't putting products, call outs and ads everywhere
 
AQUADock said:
I cringe every time I see a Samsung ad, can't they just advertise their own actual products and not bash others.
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I think it's a stupid way to advertise. It's only working short term, because if one day Apple goes wrong, I can tell you that as an Apple user, I will use everything BUT a samsung stuff now.

And I baned them on everything now like TV, Fridge, etc ... They lose all the money I gave them on other market than mobility.

GJ
 
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