Samsung Needs To Get Over Bitterness

We all know that Samsung, has been hell bent on going after Apple’s lunch in the smartphone arena, but it’s now on overdrive.

Samsung’s recent volley of ads not only insults Apple, but insults the very people they want to switch over to Samsung’s brand of smartphones. Not wise. If the ads were working the way Samsung wanted them to, the media would be talking about rabid sales of their device… they aren’t. Instead it’s Apple. Its hard enough to shame folks to pull their darn pants up so we can’t see their drawers, do they really think they can shame people to not get an iPhone? Really?

Let’s keep it real, the iPhone 5 will sell in very large numbers and there’s not much Samsung can do about it. Or is there? I think there is so much more Samsung could be talking about rather than running what seems like a ‘hater’ campaign. They can’t seem to realize that they make a stronger case by staying in their own lane and showing the good stuff that they have.

So in the spirit of good will, here’s my draft idea of a commercial they could produce.

Galaxy S3 Commercial (rough draft) by yours truly –> Mike Demo

Scene of a woman getting in her late model car. Once in her seat, she has the phone unlock via facial recognition, then lays it to rest in a cradle or something to hold her phone in the car. The car starts,and her well manicured hand presses a button on her Galaxy S3.

Tight shot of the phone’s display reveals the S-Voice start-up image/animation, and it’s alert sound is heard, letting the woman know its ready for a command.

Tight shot of woman’s face or side shot of her mouth.

WOMAN: Turn on bluetooth. (or she could say “Bluetooth on.” if that would work.)

VOICE OVER: Introducing S-Voice.

The Galaxy S3 responds accordingly to alert it has heard and completed her request. She then tells the phone to make a call.

WOMAN: Call Andrew, at work.

External shot of car driving down the street.

The call rings over the speaker.

VOICE OVER: It does more than just make calls.

Andrew’s voice is hear over the speaker phone

ANDREW: Hey, good morning sunshine, what’s up?

Cut to internal shot of car with the woman driving.

WOMAN: I’m on my way in, but I’m going to stop by the café and thought you might want a latté too.

ANDREW: Yeah, thanks. And people wonder why you’re my favorite co-worker. See you soon.

WOMAN: Yup, bye.

External scene of car pulling up in front of a Starbucks like café.

Tight shot of the woman picking phone up from its perch in the car.

External of car with camera aimed at first leg coming out of car behind the door. Voice Over speaks for the duration of the car exit.

VOICE OVER: In fact it does more than getting the weather, placing appointments on your calendar, reminders, or directions.

By the end of the Voice Over above the camera has panned up to her face as she completes getting out of car, and holds the Galaxy S3 up to give a command.

Galaxy S3 beeps

WOMAN: Turn off Bluetooth.

Galaxy S3 responds accordingly.

Cut to internal shot of café door.

Woman enters.

Cut to over shoulder shot from behind cashier as woman approaches counter.

WOMAN: Two medium double lattés.

CASHIER: Yes ma’am, but there’s a slight wait. Is that okay?

WOMAN: Sure. No prob.

Woman grabs a seat or stands by a waiting area in the café. Then holds her Galaxy S3 up to give it another verbal command.

Galaxy S3 beeps

WOMAN: Turn on wifi

VOICE OVER: S-Voice allows you to control and manage many aspects of your smartphone simply with your voice.

WOMAN: Launch email

Cut to screen shot of Galaxy S3 quickly responding and launching the email app.

VOICE OVER: Freeing your fingers up to do more things like…

Cut to shot of Woman’s finger scrolling her inbox.

Cut to shot of another worker behind counter walking up with the woman’s order completed.

WORKER: Your order is ready.

WOMAN: Great.

The woman picks up her order with a smile.

Cut to shot of woman sitting in her car as she just finishes closing the car door.

Tighter shot of her face as she give a pleasant sigh or expression to indicate the day is off to a good start. Off-screen she has pressed the Galaxy S3 to receive another command. The phone beeps.

WOMAN: Turn off wifi, and turn bluetooth on.

Her Galaxy S3 quickly responds and does her request. Cut to shot of her car driving away, down the street.

VOICE OVER: Just a sample of the many remarkable things S-Voice can do.

Fade in logos while the Voice Over pauses for a beat.

VOICE OVER: Exclusively on Samsung’s Galaxy S3.

I know it needs some tightening up, but you should get the gist of it. Now even though I own an iPhone 4S, I don’t hate Samsung or their products. Why should I? The Galaxy S3 is one of the best modern smartphones around and it’s worth consideration for anybody looking to buy a smartphone. I wrote this piece because my thought is that Samsung, needs to focus on building positive karma with the public at large. Show that ‘You will love our products’ demeanor rather than ‘Here’s a way you can wipe that smile from a stupid iPhone owner’s face’ approach. That just doesn’t work. Why? Because the vast majority of consumers aren’t looking for bragging rights. They are looking for solutions.

Focus less on being bitter. Focus more on being better.

PS: I got more ideas for ya Samsung, but it’ll costs ya. Hey, I gotta make a living like everyone else.

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