Samsung's latest "documentary" ad stars former Apple Geniuses

Marketing is one of the most important aspects of a tech product’s success. Samsung Mobile knows this and typically employs an aggressive advertising strategy, particularly targeting Apple, its primary rival. The South Korean giant takes advantage of every opportunity to make fun of new launches and devices from the brand. Now, Samsung has shared an ad in the form of a “documentary” with former Apple Geniuses who made the switch.

There are companies whose marketing toward their direct rival uses a conciliatory and even friendly tone, such as Google Pixel’s “Best Phones Forever” ads. However, Samsung employs a radically different approach, which has not always yielded the best results. Many people mocked the company for adopting decisions made by Apple, which they had previously criticized in previous ads, for instance.

“Former Apple Geniuses” tell why they switched to Samsung in this documentary

Anyway, Samsung’s new “documentary” features “former Apple Geniuses” who share firsthand accounts of their experiences and the reasons behind their switch to Galaxy devices. The three-minute spot has three chapters, starting with “Becoming a Genius.” During this section, former Apple Geniuses tell why they joined the Apple ecosystem. Some say they joined to help people, while others did so to feel part of something “bigger than them,” among other motivations.

However, after a while, Apple Geniuses became aware of the competition’s products and started to question their own position. This is where Chapter II, “Questioning Our Own Genius,” begins, as the now doubtful Apple fans discover that Samsung devices offer advanced features unavailable on iPhones. They also questioned Apple’s decision-making process.

In Chapter III: “Sweet Taste of Freedom,” the former Apple fans finally make the switch to Galaxy devices. Here, former Apple Geniuses describe how parting ways with Apple brought a breath of freedom into their lives. Plus, they now enjoy the AI-powered features of the Galaxy AI suite on a daily basis. They mention some favorites like the sketch-to-art generator, Live Translate, and AI filters. The Night Mode of the Galaxy Z Flip 6’s camera impresses another ex-Apple fan.

A short and funny ad that you can watch right now

Despite the ad’s “serious” documentary-style filming, its humor is evident. Samsung even makes this clear with a line at the end of the video. “Their former employers didn’t comment on geniuses’ claims, probably because we didn’t reach out,” the ad shows. You can watch it below.

When these real Former 🍎 Geniuses started to think outside the white box, they discovered a Galaxy full of possibilities. 🌌 Watch to see their story. pic.twitter.com/ubvMGT27ox

— Samsung Mobile US (@SamsungMobileUS) November 1, 2024