Samsung targets Apple fanboys with new Android ads

Samsung has decided to go different with its latest ad. For one thing, it's eschewed what we've said is a big mistake in Android device commercials: focus on specs. For another, it's focused on humor, and in fact, on Apple fanboys.

There are those who will buy every single Apple device that comes out, even if they're not eligible for an upgrade. While that's not the definition of an Apple fanboy (and yes, there are Android fanboys, too), certainly they would be among those waiting in line.The Samsung ad campaign is called "The Next Big Thing is Already Here." It attempts to highlight the Samsung Galaxy S II device, which has already sold 10 million devices worldwide, and only recently entered the U.S. market, for AT&T, Sprint, and T-Mobile.

Here's how Samsung described the campaign in an emailed press release:



"The campaign highlights the concept that the Galaxy S II is considered by consumers as the smartphone of choice. The advertisement places current Galaxy S II owners outside long lines for another leading smartphone. When the Galaxy S II user compares the sleek design, large screen, 4G speeds and breadth of apps and content against the competitor’s phone, the consumers standing in line begin to show signs of regret and remorse over the smartphone they’re waiting for. The campaign concludes with the message that 'the next big thing is already here' in the competitive smartphone market."

One interesting point, and one that will likely attract criticism, is part of the ad when one of the Galaxy S II owners asks "Why don't you guys just get 4G phones." Apple has been advertising the GSM iPhone 4S as 4G. To this, Samsung exec Brian Wallace said:

"There's a lack of clear definition about what 4G is. When you go to technical speed comparisons [between the iPhone 4S and Galaxy S II], those speak for themselves. We clearly have faster networks than the iPhone."

That is, of course, arguable. It's true, however, that the iPhone 4S' version of 4G, HSPA+, isn't anywhere near LTE speeds.

On the other hand, one very funny part of the ad is when a fanboy says "I could never get a Samsung. I'm creative," to which another member of the line says "Dude, you're a barista."

Watch the 90-second version of the first ad in the campaign, above.