2024-11-14 17:16:00
Samsung commercial “Simon Says”” style=”margin: auto;margin-bottom: 5px;max-width: 100%” />
Do you remember the game Master ordered (in English, Simon says)? Well the Samsung made reference to this children’s classic in a new campaign, in which it pokes fun at the company’s “lack of innovation”. Apple and mocks consumers’ “compliance” about it.
According to one Samsung statementthe video is the latest in a string of projects “encouraging consumers to challenge the status quo of its mobile device ecosystem”, as well as a “viral reminder that creativity cannot be squashed” (in reference to the controversial iPad Pro commercial).
In the short commercial (above), a person is shown queuing for the latest iPhone launch, opening the box and asking “What’s new?”, followed by someone saying “Who cares?”. Then, we see a person next to the line using the Galaxy Z Fold5 and the Galaxy Buds3 Pro — which, because they look so much like the AirPods, even irritated the president of Samsung. 
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Samsung continues to show the use of its smartphones to do things that iPhones simply can’t do, like using the Galaxy Z Flip6’s external screen to translate someone’s speech, using the S Pen that comes with the Galaxy S24 Ultra and editing a photo using Galaxy AI.
The video then ends with the narrator saying: “Simon says a lot of things. Samsung says, ‘Do what you want.’” The final text then says: “No one should wait for innovation”.
We believe that people have a natural tendency towards open, honest and free expression. As a brand, we take an open approach with fewer limits and less exclusivity to help us all go further and achieve more. This approach breaks down barriers, opens up possibilities and allows for greater creativity. It’s tempting to stick with the familiar, and we want to warm people up to the idea that the best mobile experience can come from trying a new device.
—Olga Suvorovavice president of mobile experience marketing at Samsung Electronics America.
The commercial was also published on Samsung profiles no X, no Instagram e no TikTokwith the expectation of the release of even more campaign videos.
What did you think? 
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How does Sarah Thompson view the effectiveness of humor in Samsung’s “Simon Says” campaign against Apple?
**Interview with Marketing Expert Sarah Thompson on Samsung’s “Simon Says” Campaign**
**Interviewer:** Sarah, thank you for joining us today. Samsung’s latest commercial references the classic game “Simon Says” and targets Apple directly. What’s your initial reaction to this campaign?
**Sarah Thompson:** Thank you for having me! I think Samsung’s “Simon Says” campaign is a clever move. It’s not just about poking fun at Apple; it reflects a larger conversation about consumer expectations and brand loyalty. Samsung is positioning itself as a brand that encourages consumers to think critically about their choices, which could resonate well with a tech-savvy audience.
**Interviewer:** Samsung seems to be addressing concerns about its competition’s “lack of innovation.” How effective is this strategy in today’s market?
**Sarah Thompson:** Very effective, especially in a market where consumers are bombarded with choices. By tapping into the frustration some users have with Apple’s perceived incremental upgrades, Samsung is creating a narrative that invites customers to reevaluate their purchase decisions. It’s a bold stance that plays on both humor and skepticism.
**Interviewer:** The commercial highlights the difference in functionalities between Samsung and Apple devices. Do you think this comparison will sway consumers in Samsung’s favor?
**Sarah Thompson:** It certainly has the potential to. Showing real-world applications that set their products apart, like the Galaxy Z Flip6’s external display, provides tangible reasons for consumers to consider switching. If Samsung can effectively communicate these advantages, they might attract customers who feel underwhelmed by their current devices.
**Interviewer:** The tagline “No one should wait for innovation” is quite striking. What message do you think Samsung is aiming to communicate with this?
**Sarah Thompson:** That line captures the essence of Samsung’s challenge to the status quo. It implies a sense of urgency that encourages consumers to act now, rather than waiting for the next big release from competitors. It positions Samsung as forward-thinking and creative, which could appeal to those who value innovation over brand loyalty.
**Interviewer:** Lastly, how do you foresee the impact of this campaign on consumer behavior?
**Sarah Thompson:** I believe it could lead to increased engagement and curiosity around Samsung products. They are engaging with consumers on a level that provokes thought, humor, and a bit of self-reflection. If executed well, we could see a shift in how people choose their devices—not just based on brand, but on functionality and innovation.
**Interviewer:** Thank you, Sarah, for your insights on this intriguing campaign. It’s certainly a fascinating time in the tech industry!
**Sarah Thompson:** My pleasure! It’s always exciting to see how marketing strategies unfold and shape consumer choices.