Last Updated: November 24th, 2011

In a new 60-second ad spot that could be described both as hilarious and extremely bold, Samsung tells consumers that "the next big thing is already here" with the Galaxy SII, while taking a pretty strong shot at die-hard Apple fans, satirizing Apple's cult following.


The spot opens with customers happily waiting in line outside a very Apple Store-ish location nine hours before opening. We then see a eureka moment when the customers catch sight of a Galaxy SII. Some are amazed. Others resist with retorts such as "I could never get a Samsung – I'm creative," to which another customer responds "dude, you're a barista." 

What's great about this ad is that it refrains from mentioning Apple or the iPhone directly. We catch a clear glimpse of the iPhone in exactly one shot, but otherwise the parody is completely implied by comments like "uh oh – the blogs are saying the battery looks sketchy," or "if it looks the same, how will people know I upgraded?" Further, the ad actually calls out some of the SII's awesome features – namely the large, vibrant screen and 4G capability.

The ad debuted on Facebook Tuesday evening, and will be hitting TV Thanksgiving day. This may not be the very first ad mocking Apple's die-hard fan base, but it certainly does a good job, and is great for a laugh.

Liam Spradlin
Liam loves Android, design, user experience, and travel. He doesn't love ill-proportioned letter forms, advertisements made entirely of stock photography, and writing biographical snippets.

  • Jamis0n

    what an amazing black friday already xD..

  • jason

    Well played Sanding ... well played.

  • Aaron

    yesssss now THIS is a commercial i can use instead of just mocking the iphone 4s commercials

  • machater

    Now if we could just get the Android-covering press to go ONE DAY, or even ONE ARTICLE without mentioning the freakin' iPhone any time they write a story about an Android phone. That would be a real victory.

    • http://schpydurx.livejournal.com ProfessorTom

      That won't happen until Apple is no longer relevant. Apple's entire business model is to become the standard by which competitive products are judged.

      We see this phenomenon with the MacBook Air. Lenovo, et. al. have attempted to make a razor thin laptop but can't compete either with price or aesthetics. Even if We briefly saw this phenomenon with with the iMac–Dell and HP made their own all-in-one devices that were horrible knock offs. Microsoft tried to compete with the iPod via the Zune.

      And we see this pattern with Apple's mobile devices. The iPhone is the standard by which competitive products are judged. Does that mean that the iPhone lines up the best on the spec sheet? No. But it does line up the best with the user experience.

      Ditto the iPad. What is the no. 1 tablet by units sold? The iPad 2. No. 2? The Touchpad. The Touchpad sold more units than all of the Android tablets COMBINED.

      So yes, it would be a real victory if competitors could avoid mentioning Apple or its products in their advertising or punditry. But that's simply not going to happen so long as Apple sticks to their current playbook.

      And there's no indication that they won't.

      • Greg

        Are you kidding? How old are your stats? No 2 is Kindle Fire, no 3 is Galaxy Tab.

        • http://schpydurx.livejournal.com ProfessorTom

          The link was in the earlier reply, but here it is again: link

      • Greg

        What is Android Winning and who is schpydurx?

        You can't seriously treat this as a reliable source?

        As said, this thing is old as hell: 1-2 months old to be specific (which is too much in this market).

        Check your data. Anywhere. Just Google it.

        Hint, Kindle Fire was preordered roughly 250,000 times in the first 5 days from it's announcement.
        There were 200,000 HP Touch Pads produced in $99 price tag series. Earlier it was sold few thousand times.

        Here is same info as on androidwinning: http://www.electronista.com/articles/11/11/22/npd.shows.hp.leading.us.tablets.for.most.of.2011/
        It clearly states that those sales numbers are counted in October. Before Kindle Fire made a mess.

        It's estimated that there will be 4 million Kindle Fire's sold by the end of the year.

  • Kokusho

    I have to say, for once it is actually a very good ads from samsung. Bashing Apple sure but bashing it right. It's funny, accurate and well done.

    congrats Samsung.

  • http://www.twitter.com/mikelete mikelete

    Simply brilliant :D

  • Tee

    This ad is funny. Hope all Appleists get it right.

  • Cory

    best line ever: "Dude, you're a barista"

  • Lou

    Very funny commercial I hope it becomes common to see on TV.

  • Robert Maroon

    Har har har!!! hilarious, they should also make another ad showing how easy it is to make a complete backup without rooting the phone and another one to show how amazing Kies is.

    Oh wait...

    • http://schpydurx.livejournal.com ProfessorTom

      To make a backup of the iPhone:

      Step 1. There is no step one. Just purchase the device and during the initial setup select iCloud as your backup location. You never have to think about backing up the device again.

      I am, of course, mocking–albeit tongue-in-cheek–this commercial.

      • Jon Garrett

        iCloud may cost apple 2.7 billion in penalties for using patented technology so maybe iSheep have to go back to using iTunes only.

      • Freak4Dell

        Replace iCloud with Google Account, and you've outlined the steps for backing up an Android phone.

        • Robert Maroon

          I have a SG S and it CANNOT RESTORE apps and settings from Google's cloud if used with the stock ROM.

          After installing Cyanogenmod it restored all the contacts/calenders but only 50% of the apps I had, but no settings and no apps' data.

          Everything else was somewhere up in the sky, but did not came back.

          Too bad to have the privilege of such half backed restore I had to void the warranty.

          Plenty of material for a mock advertising here.

      • Robert Maroon

        I was talking about the mighty and backup unfriendly Samsung Galaxy S.

  • ex-iPhone user

    Well played Samsung... well played!

  • Freak4Dell

    Excellent commercial!

    Apple will probably find a way to sue them over it.

    • Seanzky

      Hahahaha!!! Come to think of it, this is a great move by Samsung as a response to Apple suing.

  • Paul

    I don't want iPhone's on 4G LTE or WiMax, that leaves more LTE/WiMax bandwidth for Android users. Let them bog down/screw up the 3G band, we'll be surfing quickly on the LTE (and, maybe, WiMax) bands. But the iPhone 4S for AT&T does use their HSPA+ network which has 4G-Like speeds, comparable mostly. So it could be considered 4G somewhat. Regardless, I love my AT&T Samsung Galaxy S II phone, it rocks. Unnamed ROM is also awesome.

  • Edd

    Great commercial! Sums it up to a tee.

  • http://www.thepixelpuse.com aj

    Incredible. Good job Samsung. Don't be afraid to take on the competition.

  • masterpfa

    Brilliant Samsung, even my iPhone owning friends are laughing

  • AC

    is it just me or:

    dude = Apple
    barista = barrister

  • Flint

    To add insult to injury, the guy "seeing with his hands" could've dropped the S2 and going scared over it, with the owner saying "Chill out, nothing's broken."