The 90-second commercial and related ”Thing Called Love” video is proving popular on YouTube where’s it’s been viewed over 300,000 times. It shows long lines of bored 20-somethings, waiting in line at various locations for what the ad implies are Apple products, though neither Apple or any of its products are identified by name.
“This feels like detention,” says one.
Then another looks up, exclaiming, “Whoah, whoah, woah, what is that?” A young guy comes over to let him try out the 5.3-inch Galaxy Note tablet, which is bigger than most smartphones but smaller than most tablets.
And then (irony alert): “Wait it has a pen? This is awesome.” and as he starts writing on the Note, a young woman next to him in line looks on impressed mumbling, “I don’t know what I believe in anymore.”
When Steve Jobs introduced the iPhone in 2007 he made a point of explaining why it didn’t use a stylus like most smartphones did at the time, because the touchscreen was more natural and a stylus could be easily misplaced or lost. But in the commercial, Samsung is clearly trying to spin the stylus as a neat feature, rather than a nuisance.
As a wildly dressed rocker bursts on the scene in song, the cry of "Freedom!" rings out, the group waiting in line suddenly finds themselves with Galaxy Notes and storms out of line happily scribbling and playing with the new device.
The screen reads: “The next big thing is already here” and the commercial wraps up with some other flashy effects. Steve Jobs’ product launch addresses were famous for the “one more thing” note that he would insert near the end to top things off with some significant detail or product rollout.
Samsung’s ad was reportedly directed by the Farrely Brothers of the movie, There’s Something About Mary fame.