Samsung’s New Campaign Throws a Cheeky Jab at Apple

With the long advertising battle between Samsung and Apple, the ads have never disappointed in engaging audiences with their powerful messages. In its recent campaign on Instagram, Samsung has been turning heads with its engaging reels. Their latest social media campaign, "Can Your Apple Do This?" features five engaging reels, playfully highlighting Samsung's capabilities over Apple’s. When tested on Incivus, our GenAI-powered AdTech platform, these ads predicted success with their Creative Effectiveness (CE) scores. These CE scores measured key factors like Recall, Attention, Cognitive Load, Ad Copy Effectiveness, Emotional Profile, Brand Compliance, and Music.

These ads are not just eye candy they’re power-packed performers! Dive in as we break down these five reels and their stellar CE scores, revealing Samsung's creative prowess.

1. The Teaser

Samsung’s latest teaser throws a punch with the line: “I dare you to zoom into the dark without a Galaxy phone,” takes a subtle jab at Apple. The reel brilliantly showcases Samsung’s latest camera developments. In playful and witty dialogue, Samsung asks, “Can your Apple do that?” Set in a semi-lit background, this ad reel features a young woman capturing dancers at a gig, radiating energy. The caption boldly tells you to “Ditch the apple and see…” With a viewership of 9.3 million and being tested on Incivus, it secured 82.2 on the Creative Effectiveness score. In a clever play of words, Samsung extends the age-old rivalry with Apple, delivering humor and innovation.

Credit: Samsung

2. The Influencer Reel

With a reel featuring director Drex Lee, Samsung utilized influencer marketing. The video opens with anticipation—an unboxing moment. An ordinary apple emerges, but the question lingers: “What can I do with an apple?” It’s a clever twist, inviting curiosity and setting the stage for something extraordinary.? Lee’s cinematography dances with light and shadow. Showcasing the Galaxy camera’s capabilities. With a view of 1 million and a score of 71.4 on Incivus’ Creative Effectiveness range, this subtle artistry becomes a canvas for the brand’s message: “Can your Apple do that?” The creative genius behind this reel lies in its subtlety.

The Smash Hit with Jaden Smith!

Adding to this ongoing showdown, Samsung launched two captivating videos featuring Jaden Smith, highlighting the Galaxy S24 Ultra's capabilities. In one mesmerizing sequence, he captures the apple on the table and, cropping it, cuts out the apple from the picture, which vanishes into thin air. What’s the subtle dig at Apple? It’s crystal clear: “Can your Apple do that?” It captured 7.8 million views, captivating audiences like a pro.

Credit: Samsung

Another splendid reel, "UnSame Your Phone," with its mesmerizing visuals and playful innovation, features Jaden dropping an apple into a green paint bucket and capturing the action with his phone in slow motion. The video has amassed almost 40 million views. This refined approach showcases Samsung's playful, innovative marketing strategy, capturing attention and setting a lively tone while cleverly positioning itself against Apple in the ongoing market competition. Both videos, with Creative Effectiveness scores above 86 on Incivus, exemplify Samsung's commitment to creativity, brilliance, and innovative marketing, effectively positioning itself against Apple.

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Credit: Samsung

4. The Saga continues

In its reel, “The Apple Never Falls Far from the Galaxy,” Samsung lays a masterstroke of creativity and wit. This reel brilliantly stands out and engages its audience using an apple emoji instead of explicitly mentioning “#Apple”. The reel is a playful nod to their competitor. The reel seamlessly balances humor and tech jargon, making it accessible to a wide audience. This soundless, speedy reel bagged 7.4 million views and featured an amazing Creative Effectiveness score of 76.8 on Incivus. While this reel doesn’t shout, it sure asks in its silence, “Can Your Apple Do That?” Samsung consistently leverages Apple’s marketing to its advantage. Samsung's creativity shines through in its advertisements, blending humor and cutting-edge technology to engage audiences and distinguish themselves in the digital landscape.

In short, Samsung's "Can Your Apple Do This?" campaign has brought together humor, creativity, and tech prowess with high creative effectiveness scores. Whether it's The Teaser’s punchy challenge or Jaden Smith’s captivating sequences or Director Drex Lee's reels, each reel is a highlight on Samsung’s edge over Apple, keeping audiences eagerly awaiting the next move. Will Apple retort to this?

As you've seen, creating impactful videos is crucial for successful marketing campaigns. But how do you ensure your ads hit the mark before they go live? Enter Incivus. You can now test your ads' creative effectiveness before launch, allowing you to predict their success and optimize content, ensuring your brand always shines. Ready to elevate your advertising game? Request a demo here.