Over the past few years, Samsung has consistently poked fun of the iPhone trying to position the latter as ‘not good enough’. ‘The new ‘Join the flip side’ for Samsung Galaxy continues the trend. This and other campaigns are part of my weekly compilation of clutter breaking ads.
Samsung Galaxy: join the flip side
The world of Android phones has several handset brands vying for consumer attention at every price point. Samsung too plays that game with high end models and others catering to mid-price and lower end of the market. But where it clearly stands out from its competition at the high end is the appropriation of the ‘iPhone alternative’ positioning though Google Pixel fans may disagree. In many markets, those with a propensity to spend $1000+ on a smartphone may have very little choice in the Android world. Globally, Apple dominates this segment with a 78% share. Nevertheless, Samsung must be commended for trying to wean away those who might consider the next iPhone upgrade for themselves.
In the past, Samsung has chosen to anchor its ads on ‘features’ iPhone lacked or was perceived to fall short of – such as battery life. But this ‘game’ can be counterproductive – Samsung invested in campaigns mocking Apple for removing the 3.5mm headphone jack from the iPhone. But quietly removed those ads when it removed the headphone jack in its own Galaxy variants.
A new ad for the flip version is enjoyable – planting a seed of doubt in the mind of someone who swears she’ll never switch from an iPhone. The visual metaphor of seeing a ‘flip’ everywhere is amusing and memorable. It remains to be seen if this is a genuine market need which will trigger a shift away from the iPhone in large numbers. I doubt it.
Agency: Wieden + Kennedy
FanDuel: every moment’s a bet
Who’d have thought a ‘deep’, profound angle can emerge as a brand proposition from a betting app? The claim that almost everything in life is about ‘betting on’ something happening will have you nodding in agreement. The well-written ad sits nicely with the ‘what if?’ motivation that drives people to buy lottery tickets or bet on games in the hope of a striking it big.
John Lewis: for all life’s moments
‘Never knowingly undersold’ was the tag line for UK departmental store, John Lewis, for an astounding 97 years. It essentially was price promise (the brand even has a page announcing that they no longer accept price match claims with competitors) which hs now been retired thanks to changing spending patterns after COVID-19. ‘For all life’s moments’ is the new brand promise and is rooted in consumer behaviour.
We put happiness at the heart of everything we do. And recent research showed us that your happiest moments aren’t necessarily marked by fireworks or floral displays. You find joy in simpler moments too, like a snatched nap on the sofa, an impromptu supper with old friends or daring to date again post-divorce. It’s why we’re proud to announce that John Lewis is evolving so we can be by your side for all of life’s moments, from the modest to the momentous.Source
When I first saw the new theme campaign, while it did make go teary eyed I did wonder what it had to do with shopping and all the merchandise one is likely to find at John Lewis. On hindsight and after reading the context, it all does seem to fit in. Beautiful ad.
LIDL: climate impact
I wouldn’t be surprised if youngsters in ad agencies nowadays don’t know what it takes to craft a charming print ad. Those with 5-7 years of experience may well have grown up creating only TV, web film or ‘digital’ ads (mainly social media creatives). It’s a pity really because even a regular, mundane announcement such as stopping the transport of food & vegetables by air, can be told in such an interesting fashion.
La Vie: teaser ad
Plant-based meat alternatives seem to be gaining traction in the west. Targeted at meat lovers, they promise the same taste on a ‘do good’ plank. I am a vegetarian so I don’t know if such arguments are effective. Is it about guilt tripping meat lovers? In any case, it was interesting to see a print ad in UK dailies for a brand which is not yet available on the shelves. It does seem like a waste of money but the gamble must be linked to the likely media buzz (and the self deprecating humour) and the anchor on ‘best plant based bacon’.
As an aside, there’s another brand in the UK, which is attempting to equate taste to a plant based alternative with a subtle messaging to get people to switch. Will these work?
Heart radio: Alexa, play Heart!
A simple visual device of popular RJ’s showing up in person on a voice command on Alexa brings alive the simple proposition for a radio station.
OKX: brand name repetition
As a brand in the crowded crypto currency world, it was important to gain brand name recognition first rather than aim to build credibility or other lofty goals. That’s why I liked the sharp focus of this effort for OKX.
KFC: Quality Assurance Inspector
Apparently, this sweet film is based on a true story. Several food & beverage brands anchor their creatives on ‘going to great lengths’ to get that taste or ‘will do anything to not share it’. KFC in South Africa tells a story of a man who devised an ingenious way to taste the food at its outlets.
Which one was your favourite? Do comment in.