Discover the lowercase phrase “different”, with a interval, and in what seems to be the Garamond font
Samsung is now mocking Apple over a perceived lack of latest designs for the iPhone, and doing it with a nod to the well-known “Think Different” advertisements — in addition to doing it regardless of an absence of latest designs.
If you wish to argue that the iPhone 16 vary is little completely different to final 12 months’s iPhone 15 releases, you’ve some extent and you’re removed from alone. Equally, should you do not suppose design ought to be modified solely for the hell of it, you are on robust floor.
It is while you take out an advert to mock Apple over this perceived difficulty and accomplish that by citing an advert marketing campaign that ended twenty years in the past. It is when your promoting facilities in your claimed design superiority by exhibiting a single function that you just first did 5 years in the past.
Samsung’s advert exhibits a parade of equivalent white smartphones scrolling by, as if on a bland conveyor belt. Then in the course of the awful and uninteresting telephones, there’s a Samsung Galaxy Z Flip6.
That telephone is proven in full colour, and it animates being folded open and closed. Because it finishes, the phrase “different” is displayed on display screen.
It is greater than pointlessly saying this one telephone is completely different to the opposite renders within the advert. It is particularly the phrase “different” spelt in all lowercase, and with a interval on the finish.
Add in that the font no less than strongly resembles Apple Garamond, the modified ITC Garamond font face that Apple utilized in its “Think Different” advertisements.
Apple’s authentic “Think Different” marketing campaign. Samsung has copied the textual content and the punctuation, and as shut because it may additionally the font face
“Think Different” ran from 1997 to 2002, so it was operating from the time Steve Jobs returned to Apple. It was there for the iMac and the moveable iBook, so it was present simply when Apple was designing its approach out of oblivion.
In that point, design was important for Apple to tell apart itself from rivals. However the truth that it did this so efficiently is as a result of it was particularly design meant to make higher computer systems.
In fact it’s all the time extra fascinating when Apple launches a completely new design for the iPhone. However altering it simply to vary it’s about trend, not design within the sense of constructing essentially the most usable product attainable.
Apple is out to make cash like every other vendor, however it has constantly chosen to pursue gross sales by making what it believes are the very best design selections. It is why Apple dropped the headphone jack — which Samsung additionally mocked, earlier than copying it.
It is simple to ridicule Samsung for the way typically it does this mocking-before-copying, however somebody must ask if the corporate is okay. As a result of for all that it has some extent about Apple’s design not altering this 12 months, Samsung has once more acted like an ex who cannot recover from being dumped.
This new advert, for example, does work should you do not occur to recollect the “Think Different” marketing campaign — however Samsung clearly assumes you do.
Samsung is fixated on Apple and Apple is just like the ex who’s doing significantly better. Apple by no means calls out Samsung and by no means mentions it.
It definitely does not depend on it for its promoting concepts. Samsung has a historical past of seeking to Apple for the way it designs its advertisements.
As an illustration, Apple’s first-ever advert for the iPhone is the well-known “Hello” one from 2007, with clips of individuals answering the telephone in motion pictures. In 2013, Samsung launched a smartwatch with clips of individuals in motion pictures speaking to their watch.
That’s now 11 years in the past and it appears unfair to look again that far. However should you’re counting the beginning of the “Think Different” marketing campaign, Samsung’s new advert seems to be again 27 years.
Nonetheless, Samsung is not saying that Apple design has stalled for the final thirty years. Samsung is saying that Samsung’s design is superior now, is marching forward whereas Apple fails to considerably replace the iPhone.
Once more, the agency has some extent. But it surely makes the purpose with a folding telephone — and Samsung designed folding telephones in 2019.
That is all simply noise meant to enchantment to Samsung’s base.