Samsung this week released two new tv advertisements that promote the Samsung Galaxy S5, one specifically showing off the flagship phone’s camera, the other to draw attention to the Korean manufacturer sponsorship of ASP. Both ads are really well made and demonstrate the company’s increasing prowess when it comes to marketing.
When it comes to advertising your product, it can often be quite a challenge to strike a balance between getting your message across with maximum impact, while also making sure the messaging is honest and true to your core values. We saw Microsoft get this badly wrong just a few days ago with their new OneNote ad – badly conceived and ill met. Samsung have managed to fare much better with their two new TV ads, which are pretty classy by comparison.
Here is the Microsoft ad, in case you missed it. Worth a look, if only as an example of a marketing failure.
The first shows four top class surfers who belong to ASP (Association of Surfing Professionals) – Kelly Slater, Stephanie Gilmore, Gabriel Medina, Mitch Crews and Johanne Defay. The video depicts the surfers dealing with everyday challenges ending with a simple message that tells us “Every Day is Day One”. Regardless of how good you are, novice or pro, you will face problems on a daily basis. The addition of a piano rendition of David Bowie’s Absolute Beginners track is also a great touch.
The second ad features some really impressive footage taken with the Samsung Galaxy S5’s camera. We rate the S5’s 16MP camera array as being one of the best on the market, so it is no surprise to see that the footage, shot in a European City on a summer’s day, looks stunning. I like the honesty of the ad. It shows the quality of the product, using no fanfare, singing or dancing.
Both of these ads are in many ways evidence that Samsung is not only capable of producing great devices that sell very well, but that they are also leaders in the field of marketing. This is marketing that even gives Apple a run for their money. Good job guys.