A hipster woman on her iPhone chanting, “Nine hours down and I’m almost in the door.” She appears truly excited and is keeping herself in high spirits. (Seth Godin of Tribe Management)Ġ:06- San Francisco, CA long line number 2. What makes people stand in line for so long? It’s due in part to the experience and primitive human behavior of the need to belong to a tribe. However, people wait in long lines for many things, such as Black Friday, game and console releases and more. Samsung is trying to illustrate the illogical behavior of Apple fanatics. A fanatic says, “I’m so amped, I could stay here for 3 weeks!” I’d highly doubt that attempt, but anything is possible. Building anticipation is an essential part of marketing ( Marketing Professor), and Apple for the most part, does it exceptionally well almost too well (which can be dangerous for those who are iJerks™ because they will devote their whole calendar around the release of a device, just like in this commercial).Ġ:03- Second shot of the same New York, NY line. Mocking the way Apple creates anticipation for the fanatics to rejoice over. On the left side of the screen, you see a post in the window saying, “It’s Coming”. IJerk™ Meter: HIGH -Ridiculing another tribe of consumers “Us vs Them” tactics.Ġ:00- New York, NY a long line outside of an Apple Store. In fact, both the iPhone and S2 reminds me of early Sony and HTC designs. ![]() Seems like in a way, its “Fighting fire with fire”? I’ll try to shorten this breakdown because it is such an obvious crafted commercial that isn’t fearfully hiding any message. Though I am all about this one example of an iJerk™, the long waiting in lines and such, something about this commercial crossed some lines. Then another phone remarkably similar comes into view by people who are going about their day, not waiting in line creates a tear in reality for the people in line. That’s how die-hard fanatics are for any brand, it’s part of human nature. As much as Apple customers like to make discriminating remarks against all brands, most of them can’t take it when you give it back to them. The kind of marketing Apple has tapped into is creating Tribes as described by Seth Godin of Tribe Management. It is my belief that this kind of behavior, when taken to the extreme has underlying issues that need to be addressed. The things they do and say as a group to keep their mind focused as they anticipate the arrival of some exciting new miracle device. The conclusion has been updated due to the lawsuit fiasco between Apple and Samsung.Ĭommercial Plot: An obvious attack on the iPhone/Mac fanatics that wait in ridiculously long line for hours, even days awaiting the next upgrade of a device. ![]() Though this commercial is very transparent, not special effects or advance psychology and intelligent manipulation some things should be noted. ![]() This may be the longest Breakdown of a commercial so far on my blog.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |