Samsung Galaxy S III – not designed for dolphins
Posted by Kamil Michlewski on May 4, 2012
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Yesterday the world saw the release of the highly anticipated Samsung Galaxy S III. What struck me more than anything during the launch, was the way Samsung attempts to position the handset via its 60 seconds ad.
If you are looking for clichés, this ad has got them in abundance. Samsung may be trying to create a tension between the statements and the feelings in the spot, which it hopes will result in a burning question in consumers’ minds: “how does the product do that?”. I think, however, that the gap between the ephemeral nature of the ad and the nature of the smartphone means that the gap is so big that people may not register this question at all.
Granted, many people will buy the phone because there is no doubt it’s a worthy piece of tech. How much this ad and positioning encapsulated in it will help its cause, I’m not entirely sure.
The attempt to own a more emotional territory in people’s hearts is commendable but the brand risks looking a bit empty with the promise of a phone that is “Designed for Humans”.
It occurs to me that they were much more solid both emotionally and functionally in their humorous and zeitgeist-y Galaxy Note ad. There were plenty of emotions backed up by credible product functionality, resulting in an engaging, intelligent and effective ad.
What do you make of it? Are you a fan of the new expression of the Galaxy S III positioning? Does it conform or contradict what this phone is to you?
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