Samsung’s Galaxy SIII has an ‘Official Commercial’, but for some reason it has more in common with a romantic comedy.
The lay man is yet to be familiar with the Galaxy SIII’s technical repertoire, but for some reason the commercial presumes the audience already knows it like the back of their hand. Without knowing the new galaxy offers features like face recognition and responds to spoken cues, the commercial paints the Galaxy as a Patrick Dempsy type entangled in the euphoria of romance.
It understands you
Shares what’s in your heart
Keeps track of loved ones
Recognises who you are
Follows your every move
Sees your best side
Shares the warmth of nature
Waits till you’re asleep
Admittedly as a tech journalist I’m acquainted with the Galaxy SIII, its GPS capabilities, camera burst mode and ability to recognise eye contact and this gives me a valuable context that I can appreciate the commercial in. With it, it does make some sense.
Samsung’s go-to competitor, Apple, has exceptional marketing prowess, managing to simplify complex features so the masses can easily consume. In fact, every iPhone owner is a testament to this as they flippantly recite the iPhone’s features, arguing (often blindly) why it’s the best smartphone in the world.
Samsung’s commercial simply animates the Galaxy SIII with visual personification. In fact by our calculations, the phone itself has no more than 15 seconds of air time in a commercial four times as long.
For some strange reason, I now have an inkling to watch a romantic comedy.