In the world of smartphones, September is typically the month that Apple wows us all with its famous annual iPhone launch event.
In recent years, however, Apple’s biggest competitor Samsung has identified this trend and started launching its range of new devices in August, as a way to get to technology-crazed shoppers early.
And this year South Korean tech company hasn’t disappointed, launching a new foldable Galaxy Z Fold3 and its new Galaxy Watch4, which was developed in partnership with Google, as part of the Unpacked event.
As we know with these global tech companies, new devices mean new advertising campaigns.
And while it remains how the new Samsung phone will compete with the iPhone, Samsung is certainly on par with Apple in terms of marketing if the latest campaign is anything to go by.
‘I’m Open to That’ is reminiscent of something you’d find on Broadway – a brilliantly choreographed, catchy, show-stopping tune.
https://www.youtube.com/watch?v=p2WMzvhd3Ik
Aside from the musical flair, the ad provides an entertaining look at the digital world our smart phones provide us with, such as “filters on your face”, “discovering a tune or a mind-blowing podcast” and “dropping pins on favourite places”.
There’s even a nod to the importance of privacy, with the protagonist reminding us that “all the stuff that’s on your phone [is] truly all your own”.
There’s also seemingly a swipe at Apple hidden in the campaign, with a group of people who look remarkably like Apple Genius Bar staff appearing dressed in blue shirts, which are promptly swapped for more colourful garments.
The ad is not so much a campaign for any particular device, and showcases Samsung’s Galaxy Buds, Galaxy Watch and, of course, the new Galaxy Z Fold3.
“What happens when we open our minds, brains, hearts and ears to everyone and everything around us? Not just better tech but better…everything! Life opens up with Galaxy,” Samsung said on the campaign.
Fortunately for technology geeks, Apple is expected to launch its new iPhone in just a few short weeks, meaning we can expect plenty more of these high-quality ads.
