Samsung marketing executive recalls its "Fanboy" and "Wall Hugger" ads as being "relevant and bold"

Samsung marketing executive recalls its
It's hard to believe that four and a half years have gone by since Samsung made fun of Apple fanboys (and girls) with its ad for the Samsung Galaxy S II. Showing iPhone buyers waiting in line to buy the next new model, the ad introduced us to a guy who says that he is too creative to own a Samsung. "Dude, you're a Barista," scoffs his friend.

The Barista character became so popular, that he appeared in more ads for Samsung. The put down line "Dude, you're a Barista," became famous enough for the manufacturer to build a contest around it.

The Galaxy S II ads, and the subsequent "Wall Hugger" spot for the Samsung Galaxy S5 (which focused on the iPhone's lower capacity, non replaceable battery) were Samsung's attempts at being "flexible, relevant and bold." That is according to Younghee Lee. Lee is the manufacturer's executive VP in charge of global marketing for mobile communications. In an interview with AdWeek, Lee says that "We always relentlessly pursue what we think is right in technology. Our communications program is no different. If we think it is right, we pursue it relentlessly."

It was BlackBerry CEO John Chen who originally referred to iPhone users as wall huggers, leaning against a wall while their iPhones are charging in a nearby outlet. But it was Lee's team that turned it into a much talked about commercial.

Currently, she says that her focus now is "to keep our Samsung Galaxy brand as a young and fresh mindset."  The executive also has a new challenge from companies like Huawei, Oppo and Xiaomi. These manufacturers are producing well-spec'd handsets at a low price. Huawei has even made it a goal to topple Samsung and become the largest global smartphone manufacturer by 2021. Lee's response? "We will focus on providing better value to our consumers, the way we have always been … successful. We are always ready and very confident to win."







source: AdWeek via CNET

Related phones

Galaxy S II
  • Display 4.3" 480 x 800 pixels
  • Camera 8 MP / 2 MP front
  • Processor Samsung Exynos 4 Dual, Dual-core, 1200 MHz
  • Storage 32 GB + microSDHC
  • Battery 1650 mAh(9.00h 3G talk time)
Galaxy S5
  • Display 5.1" 1080 x 1920 pixels
  • Camera 16 MP / 2.1 MP front
  • Processor Qualcomm Snapdragon 801, Quad-core, 2500 MHz
  • Storage 32 GB + microSDXC
  • Battery 2800 mAh(21h 3G talk time)

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25 Comments

1. TerryTerius unregistered

Alan... do you sleep? Damn dude.

2. GreenMan

Posts: 2697; Member since: Nov 09, 2015

Cheap fame and publicity, that's what these ads were about... When you criticize something in a cheesy and cheap way, it tend to generate more attention than a regular advertisement... And thats what Uncle Sammy was after, and I must say it worked! Cause otherwise, we wouldn't be discussing it, eh? Too bad, Sammy "wall huggers" would be too embarrassed to accept it! Ah! And here comes the personal blows at me! But don't ya worry, I'm not short tempered! G'Day!

4. tech2

Posts: 3487; Member since: Oct 26, 2012

'Cheap fame and publicity...When you criticize something in a cheesy and cheap way' - Who made you the classy police ? Besides, ever heard of your beloved company's Mac vs PC ads ? How was that any different. All companies do that its nothing new. Stop being a fan'boy'. https://www.youtube.com/watch?v=0eEG5LVXdKo

7. GreenMan

Posts: 2697; Member since: Nov 09, 2015

First, Apple isn't my 'beloved' company, as you describe it... Secondly, we are not discussing Macs here, lad! In any case, Apple didn't raised its finger at a certain brand or bashed its user base openly, which is quite unlike Sammy... What Sammy did was just plain cheap and cheesy! And I guess that's the reason behind Galaxy S popularity... It was 'Fed' into the minds of people that Sammy is the only viable alternative to iPhone... They wouldn't be so bloody popular otherwise, eh? But people will always defend Sammy like a good lawyer... Oh well... G'Day!

15. tech2

Posts: 3487; Member since: Oct 26, 2012

'we are not discussing Macs here, lad!' - Duh, we are discussing Apple tho. You seem to mention Sammy was after cheap publicity while I was pointing out Apple is no different. Hence, the comparison, Mr. WittyPants. 'Apple didn't raised its finger at a certain brand or bashed its user base openly' - You're really lazy aren't you ? Watch the all the ads in Mac vs PC and then tell me. Apple several time in those ads infer Apple users as creative while Windows users as businessmen and non-creative. Do you homework before you troll. 'It was 'Fed' into the minds of people that Sammy is the only viable alternative to iPhone' - And which studies prove that ? You are just speaking things from your ass to prove your point, really. Keep your biased 'scientific analysis' to yourself, matey !

3. sebbellic01

Posts: 305; Member since: May 03, 2016

Hahahah Samsung don't make ads like this anymore

8. GreenMan

Posts: 2697; Member since: Nov 09, 2015

Yes, good for them, I trust!

5. Freeza

Posts: 95; Member since: Apr 03, 2016

Say what you want but these ads are awesome.

11. GreenMan

Posts: 2697; Member since: Nov 09, 2015

These ads are awesome, you say? Yes, these ads definitely soothes some people's grudge and envy for Apple... Good for you lad, good for you... But here a genuine advise for ya; "Try to open and 'expand' your heart..." Be big, Be brave, savvy?

16. Freeza

Posts: 95; Member since: Apr 03, 2016

Sad that you misunderstood me. I like the ads and in what way does it concern you? If you think I'm a fanboy, you're wrong. I own a 6s as well as a 6p. P.S I don't want your B.S advice when you don't understand the context of my comment. My genuine advice for you: Don't stick your nose into everything

6. legiloca

Posts: 1676; Member since: Nov 11, 2014

On my 6S Plus, I ain't a wall hugger in any way! Probably the regular 6S

9. Iodine

Posts: 1480; Member since: Jun 19, 2014

That doesn't matter. You have a smaller non-replaceable battery compared to the galaxy S5, whoch means you are a wallhugger. A galaxy like the galaxy S6, can't be a wallhuger, only iPhone devices can. Great logic for an AD isn't it ? So bold.

13. GreenMan

Posts: 2697; Member since: Nov 09, 2015

Yup, so bold... AND... So cheesy... I can't say I didn't enjoy them, quite honestly!

19. 47AlphaTango

Posts: 729; Member since: Sep 27, 2015

And did you know that power banks exist so that you're always on the go? The fact that you have to turn off your unit just to replace the battery waste time? That's the reason why s6 and s7 and even some note series have no removable battery?

21. legiloca

Posts: 1676; Member since: Nov 11, 2014

you probably never had a 6S Plus... a 6S Plus... a 6S f**king Plus so I can forgive how dumb your comment is. You can never understand because you never owned one... never owned one... never f**king owned one. as what GreenMan always says, G'Day!

10. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

Latest iPhones comes with pretty good battery life compared to its predecessor. I think it's just the old iPhones which perform terrible with their tiny battery .

12. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

Also if the next iPhones comes with rumoured true wireless charging then no one has to hug anything.. There will be charging spots everywhere:-p It'll be like a slap on sammy's face unless Sammy comes with a self-sustained clean energy(ask tony stark for more info on the tech:P) battery .

14. GreenMan

Posts: 2697; Member since: Nov 09, 2015

Like a Nuclear Reactor of something, eh? Hmm... How about a micro Internal Combustion Engine??? Good ol' fumes, eh? Or perhaps, Hydrogen?

26. libra89

Posts: 2281; Member since: Apr 15, 2016

Yeah, I find this amusing. Not a wall hugger with my SE but with most of the androids I have tried, I'm running for a charger on less than a day of battery life. So to me, this sounds funny.

17. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

They were spot on..... Who havent seen sheep stand in line for the next iphone. And who havent seen desperate sheep in airports looking for a wallplug.....

18. AgentZero

Posts: 314; Member since: Aug 16, 2014

well at LEAST ! they are the ONE AND ONLY company that listened to the consumers ! i never thought they will , but people said they want the SD card back and a bigger better battery and Samsung came through ! they are crushing battery benchmarks with the Exynos S7 and they Note 7 is said to be 4000 Mah + , while other companies are dancing around software tricks to improve battery Samsung is listening to criticism

23. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Haha! iPhone users are still wall huggers. I think Apple purposely puts in smaller batteries. Considering the S6 model was thinner than the iPhone and still had a larger battery. I still dont see how a phone with such low specs and no features can rip through a battery just as fast as a Galaxy s, which has more of everything. There is not 4 cylinder car in the world I can think of that burns more gas than one with 8 cylinders

24. TA700

Posts: 83; Member since: Mar 29, 2013

With Samsung abandoning removable batteries, they are no better than Apple today.

25. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

But a Samsung will last as long as 2 days on a single charge. Most iPhone's won't. Unless I am on a road trip, I never take a charger/cable anywhere ever. Also no mater where I go, I am bound to find a charger and cable that I can use if I need it. Also even when I had removable batteries, I've never bought spares. IMO I think the only real benefit to a removable battery is, if your phone is old and the original battery is no longer holding a good charge, then you can buy an OEM replacement. I remember buying phones like the Samsung Instinct which came with an extra battery and I never took it out the box. With things like cases with extended batteries, and quick-charge batteries you can buy, having an sealed in the case battery is no longer a bad thing. People who are always plugged into wall either need to put the phone down, or invest in such accessories.

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