In a new, more subtle, attack ad against Apple, Samsung flaunts the Galaxy S4’s lengthy feature set and concludes some smartphones are smarter than others. The Korean company clearly hasn’t lost interest in suggesting Apple users envy Samsung’s greener pastures. Seemingly every new commercial is directed at Apple in some form, and always end with the Samsung’s tireless Next Big Thing Is Already Here catch phrase.
Rather than focusing on an Apple fan’s fervent loyalty, Samsung sets its sites on the iPhone-maker’s growing popularity among older generations. And you know what happens when parents try to act “cool?” They’re, like, so not cool. Kids these days clearly want Samsung’s latest Galaxy S4, because it has an IR blaster, and you can share pictures through NFC. (Even though a recent survey suggested plenty of teens are still hip with Apple.)
By now, Samsung has created an identity in the U.S. through these ads, and they seem to have done a good enough job for the Korean company to keep creating more. The commercials aim pretty low at every Apple fan but, seeing as the iPhone-maker had a similar campaign against Microsoft a few years back, Samsung is just giving Apple a taste of its own medicine. And then some.