Samsung’s new campaign shows Apple’s branding to Think Different. has ironically created a cult of blind followers.
Remember this ad?… well perhaps not as it’s circa 1983. At this point Apple’s branding was revolutionary as companies such as IBM and Microsoft dominated the personal computer space. Apple was different and innovative and called consumers not to be submissive to marketplace trends, but turn away from these ideas and think for themselves. The commercial, loosely-based on George Orwell’s novel Nighteen Eighty-Four that comments on a futuristic dystopian society, the commercial shows the human race reduced to a crowd marching drones lead by the evil one, arguably IBM. Then like a beam of light a rescuer comes to set humans free and give them back their individuality.
Ironically, Apple has now become the IBM and created a group of conforming consumers who purchase anything Apple. They pay more, waiting in long lines to use and show off what they believe to be the best of the best. In 2011, Motorolla was first to reprise this ironic theme on the 25th anniversary of the famed Apple ad.
Samsung has done it again, pointing out that Apple has really become a behemoth and there are other, arguably better options available. It directly attacks the Apple brand, its product characteristics by stripping away the perception that they inspire creativity, individuality and innovation. It reduces all of us Apple users to into an army of marching minions.