Ken Segall, the former TBWA/Chiat Day creative lead, believes that Apple is losing its ad war against Samsung. Whereas Samsung’s ads are funny and edgy, Apple’s ads, while decent, are traditional and don’t offer up anything new and exciting.
While you can still argue that Macs and i-devices have a ton of appeal, you can’t argue that Apple is still untouchable when it comes to advertising.
The fact is, it is being touched — often and effectively — by none other than Samsung.
Samsung has made remarkable inroads in a very short time, for two big reasons.
First, it is spending a fortune to run its ads. According to this report, Samsung spends more than Apple, more than HP and Dell, and even more than Coca-Cola to get its message out. In marketing, as in political advertising, the bigger the budget, the bigger the chance of success. Assuming, of course, that the message is a potent one.
The big surprise is that Samsung’s message has proven to be tremendously potent. The company continues to bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve.