Key points:
- Night Vision Challenge: Samsung throws down the gauntlet with a night mode photo comparison, implying superior low-light performance on the Galaxy S24.
- AI-Powered Creativity: Another ad showcases the “Galaxy AI Generative Photo Editing” feature, letting users manipulate images in imaginative ways.
- Apple Wordplay: The campaign cleverly uses the word “apple” throughout, referencing both the fruit and Apple’s brand, suggesting users can achieve more with a Galaxy phone.
In a playful jab at its tech rival, Samsung has launched a series of ads highlighting the Galaxy S24’s advanced AI features, directly referencing Apple’s upcoming “Apple Intelligence” system.
The campaign consists of cleverly crafted videos filmed in environments reminiscent of Apple’s minimalist aesthetic. One ad features the word “iPhone” morphing into the phrase “Dare you to zoom into the dark without a Galaxy,” showcasing the Galaxy S24’s superior night mode capabilities. Another ad features an influencer using the “Galaxy AI Generative Photo Editing” tool to enlarge a small apple, prompting viewers with the tagline “See what you can do with this apple.”
This playful jab is part of a long-standing tradition of friendly competition between Samsung and Apple. Last year, Samsung took aim at Apple’s adoption of the USB-C port, a feature that had been present on Galaxy phones for some time.
Apple Intelligence, on the other hand, is expected to focus on a different aspect of AI. Unlike the image and video editing features on the Galaxy S24, Apple Intelligence is rumored to be an AI assistant that interacts with existing applications, potentially summarizing messages or even generating automatic replies. It’s also speculated that Apple’s voice assistant, Siri, might receive an AI-powered upgrade.
With this campaign, Samsung cleverly positions itself as the leader in innovative AI features for smartphones, poking fun at Apple in the process. It will be interesting to see how Apple responds and what functionalities Apple Intelligence ultimately delivers.
Can’t get close enough to the stage? Ditch the 🍎 and see clearly with Nightography Zoom and #GalaxyAI, only on #GalaxyS24 Ultra. pic.twitter.com/W0Pj6DjA9w
— Samsung Mobile US (@SamsungMobileUS) June 5, 2024
Cut your Apple out of the picture so you can cut an 🍎 out of the picture. UnSame your phone like @jaden. pic.twitter.com/JJs0fzxMHu
— Samsung Mobile US (@SamsungMobileUS) June 6, 2024
Make a splash with an 🍎 like your Apple never has. UnSame your phone like @jaden. pic.twitter.com/J1kQrI8aeq
— Samsung Mobile US (@SamsungMobileUS) June 8, 2024
