Coke VS Pepsi. McDonalds VS Burger King. We all love a good rivalry, especially when they take ads out against each other. So how can you not be interested in the rivalry between Apple and Samsung? It’s gone back and forth for the past year. Don’t forget before that billion dollar settlement — Apple lost in court and still is losing in other countries where laws differ. It was on the rebound that their lawsuit won big, do you think Samsung gave up? Not a chance. Let’s rewind a few years at some more creative ways Samsung dug into Apple in the ad world:
November 2011: The Telegraph — “The advert mimics the Skoda and Audi adverts of a decade ago when the both cars were seen as uncool.” Watch the ad here:
January 2012: Sydney Morning Herald — “Buoyed by recent successes in court in its war with Apple, sparked after Apple claimed Samsung’s Galaxy Tab “slavishly copied” the iPad, Samsung has become ever more confrontational in its advertising.”
July 2012: The Guardian — in the UK, “It said the order came from Judge Colin Birss in a ruling on 18 July following his 9 July ruling in which he said that Samsung did not infringe Apple’s patents because the American company’s device was “cool” but Samsung’s “are not as cool” even while they were “very, very similar” viewed from the front.”
August 2012: CNET — “After 21 hours of deliberation, a nine-person jury has sided with Apple on a majority of its patent infringement claims against Samsung Electronics. The jury also awarded Apple more than $1 billion in damages.”
So what happens now? Samsung comes out with this web ad, which I think is brilliant and the whole reason for this blog post:
So what can we learn about this ongoing battle? I can draw some similarities to radio when a new format tries to take on the big dog heritage station in the market. And generally speaking the station that’s been on the scene the longest in the format has the easier time staying at the top of the ratings. But don’t tell that to the determined PD who wants to see his station succeed. Maybe you were once that “Samsung” fighting an “Apple” in an uphill battle. Or maybe you’re currently fighting your way to the top. Don’t give up. It’s moving the needle for Samsung. Maybe you just need to get more creative in your stance.