Battery life is the burning issue in "Wall Huggers," the latest installment in 72andSunny's "The Next Big Thing Is Here" campaign for Samsung.
The minute-long spot shows frazzled, unhappy iPhone-carrying travelers sitting on airport floors, hunched around wall outlets, waiting for their handsets to charge. They should've bought the Samsung Galaxy S5 with ultra power-saving mode and interchangeable battery; then they'd be free to wander around the terminal and … I dunno, stand by the windows and watch planes take off and land?
I've come full circle on Samsung's anti-Apple strategy. At first, I found the campaign's tone condescending, but then I warmed to its scrappy approach and enjoyed the way it zinged Apple and its zealots without stepping over the line. Hey, I own an iPhone, but I can take a joke and laugh at myself. Maybe Samsung has some features Apple's lacking. Maybe I should consider giving the brand a try.
Now, I'm thinking the inspiration is running low, and like a dying smartphone battery, needs a recharge. Sure, "Wall Huggers" has charm and low-key humor—and 3.5 million views in a week—but it rubs me the wrong way.
Maybe I'm just getting tired of being implicitly called naive or stupid for buying another brand's products. Or maybe it's the premise of this particular ad. As MacObserver notes,"In reality, things are not as the Samsung ad portrays. Apple customers as a whole seldom have frequent, desperate moments. … Frequent business travelers, with great needs, either carry an extra battery pack or use a case with a built-in battery."
At least Samsung is being more accurate about the travel experience than Southwest Airlines is in its new lovey-dovey campaign. In Samsung's airport, most folks look miserable. Now that's truth in advertising.
CREDITS
Client: Samsung
Agency: 72andSunny