We’re pretty sure the only reason Samsung has continued to produce so many smartphones and tablets is so it has an excuse to make fun of Apple. In it’s latest campaign, which is as much self-promotional as it is anti-Apple, Samsung’s target is the iPad Air – and the pencil it’s hiding behind.
While Apple’s iPad Air commercial hid its tablet behind a pencil as Bryan Cranston crooned about the simplicity and power of the device, Samsung’s response mocks every part of it. Recruiting comedian and Chapelle’s Show co-creator Neil Brennan to lend his voice, the ad explores the more innocuous uses for a pencil while veiling its own, thinner Galaxy Tab Pro tablet behind the iPad Air. The ad continues on to show off the Galaxy Tab Pro’s multitasking capabilities, touting “two things on screen at once, versus up to one thing on screen at once.”
A second ad in a similar ilk compares the screen of the Galaxy Note 3, a 5.7-inch display, to the iPad 5S’ 4-inch screen. Centering around the basketball dominance of LeBron James, who has lent his image to Samsung ads in the past, the spot features basketball highlights and S Pen usage. It’s not a conventional combination, and cropping images from videos and texting them to your friends isn’t the most practical use of the S Pen, but Samsung’s always a little quirky. It’s Samsung inviting you to join its bandwagon, just like every casual basketball fan has hopped on the Heat bandwagon.
