While Samsung’s artistic barista ads were amusing (at least to non-Apple fans), they also failed to demonstrate why their products were better. So far Samsung has chosen to eschew their inner pitbull for their Galaxy SIII commercials, opting instead to carry on the “Designed for Humans” they began at their product launch. The new 30 second spot shows people using their Galaxy SIII to celebrate a wedding, propose to a girlfriend, and a parent and daughter falling asleep while reading a "book" on the handset.
This kinder and gentler take on self-promotion is one we think is more sustainable in the long run – everyone likes a good chuckle at a competitors expense once in a while, but sooner or later you have to make the case that your product will make consumers’ lives better. Check out the ad below to to decide if they have succeeded: