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Ad of the Day: Samsung

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Some smartphones are smarter than other smartphones," Samsung proclaims in this new 90-second spot, which aired Thursday night on Conan. But mostly, some smartphones appear to be younger than other smartphones. Every adult at this graduation pool party has an iPhone, and every kid has a Samsung Galaxy S4—just like the real world, where iPhone popularity is plummeting and…

No, I'm sorry, that's not happening. But you can't blame Samsung for trying. A company that comprises 20 percent of the GDP of South Korea has a lot of mouths to feed, to say the least.

This is a good ad, but it is a little strange that there's only one joke feature in an ad about really neat stuff that actually does seem kind of off the wall and science fictional. Smellable photos aren't coming out until the GS6, at the soonest. (The phone does all the other stuff, though, right? I mean, I used to have a Palm Pilot that could turn on the TV. God, I'm old, you guys. Like, iPhone old.) I'm also not entirely clear on what the hovering-finger text-reading thing actually is.

72andSunny's best idea here is the music, a plucked-string, piano and viola combo that points up the humor and easily accommodates breaks for punch lines. The casting is good, too, especially the girls by the pool and every one of the parents, who are all very game about playing baby-boomer cluelessness.

As a devoted Apple denialist, I am always up for a few cheap shots at the iPhone. But this ad actually has more on its mind than "Apple users are cultists," which was the point of its very funny campaign for a while. Now, Samsung is actually emphasizing the features of the phone itself, which is … yes, I'm going to definitively call that a good idea.

CREDITS
Client: Samsung
Agency: 72andSunny, Los Angeles


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