J.K. Shin, the top man on Samsung Mobile's totem pole, says that spending all that money has helped Samsung become the top name in smartphones. Shin says that the ads will help the company go from being the most preferred smartphone names to being the one that buyers aspire to own. And yes, Samsung can certainly afford to spend that kind of money. For the third quarter, Samsung reported operating earnings of $9.6 billion.
Samsung made a splash in the advertising world a couple of years ago when it made fun of Apple fans waiting online to buy the iPhone. That campaign, which started with the Samsung Galaxy S II, continued for the Samsung Galaxy S III. For the Samsung Galaxy S4, Samsung moved the setting to a pool party celebrating a graduation, but the ad still pointed out the features available on Samsung's new flagship that are not on the Apple iPhone.