A recently released Galaxy S4 ad in Iceland is arguably the weirdest anti-Apple ad made by the company.
Unlike with previous marketing efforts, especially for the Galaxy S3, Samsung mainly focused on showing Galaxy S4 features in its TV commercials. Sure, there have been hits at iPhone users here and there, but not to the same extent as in previous marketing campaigns.
Samsung Iceland seems to think it’s worth diverting from the general Galaxy S4 ad direction with this latest ad release called Sími sem skilur þig, which is roughly translated to “phones that separate you.”
While the iPhone isn’t actually present in the video – spoiler alert – there are lots and lots of apples around a buyer looking for a new handset. The buyer is clearly not happy with the apples, and he can’t make out what they’re intended for. That’s when the Galaxy S4 comes to the rescue, and you’d think that’s nothing weird about the ad so far.
Enter strange (ninja?) dancers and a sheep. In the previous Galaxy S3 campaign that targeted the iPhone, Samsung also made fun of potential buyers who were using iPhones, and one would easily think that theme is back with this particular choice of animals. But what’s the point really?
Samsung Iceland’s message wanted to be simple: you should get a phone that understands you (that’s what the ad says at one point, also from Google translated Icelandic), but the second part of the commercial really ruins everything.
Not to mention that, at the end of the day, there’s just one Galaxy S4 in a sea of apples. The image above, taken from the official site, shows a Galaxy S4 owner surrounded by 17 apples. Is the ad subliminally telling us the Galaxy S4 is not selling as well as predicted, as recent reports seem to suggest?
Last year’s Galaxy S3 ads, no matter how negative they were towards Apple and iPhone buyers, were among the most watched online ads. And they were way funnier!
Samsung spent close to $12 billion on marketing its Galaxy line of products last year, and we’d assume its marketing budget is even bigger this year, considering that it increased from year to year. But hopefully ads like the Icelandic one will not appear that often.