The spot shows Apple fans lining up at what appears to be an Apple store, nine hours before the launch of a new product.
“Uh-oh, blogs are saying the batteries are pretty sketchy,” says a man, who looks like he hasn’t slept in days.
“If it looks the same how will people know I upgraded?” another complains.
A few seconds later, a man with a mysterious smartphone that attracts attention comes close to the waiting line: it is immediately compared to the iPhone 4S. The device has 4G, a big screen and it’s a Samsung Galaxy S II.
“It’s a Galaxy S II. This phone is amazing,” he says.
A reference to Steve Jobs’ keynotes and the words he liked to use.
Apple is never explicitly mentioned in the ad but it’s easy to guess to whom the criticism is addressed.
“This campaign has been developed to bring consumers into the online and off-line buzz generated by the Galaxy S II since it first launched back in September,” said Todd Pendleton, chief marketing officer for Samsung Mobile.
“We want to let people know that there is a better choice out there when it comes to purchasing a smartphone. The next big thing is already here–you can have the latest, most innovative device without waiting in line.”