University of Massachusetts Lowell
Marketing Fundamentals
Super Bowl Advertisement Analysis
Samsung Mobile USA- Thing Called Love
Introduction
In this year Super Bowl commercial advertisement campaign, Samsung Mobile USA
joined with an 1:30 minutes long advertisement, which cost Samsung 10.5 millions at the
rate of 3.5 millions per 30 sec block. Super Bowl draws hundreds of millions of viewers in
the U.S and all over the world so that it is the best chance for company to delivery its
products’ images to its targeted consumers.
Samsung’s objective in the advertisement:
The advertisement starts of with a line of people waiting in front of Apple store for
whatever Apple new product. There are two important messages from the waiting line that
they are bored of their current devices, and they hate waiting in line. Out of sudden,
Samsung smartphones appears and people starts to break the waiting line to get the
Samsung phones. From the fact that Samsung is a direct rival to Apple in smartphone and
tablet market, and Apple is trying to ban Samsung products in Euro and Australia through
legal channels, Samsung has tried several objectives in this commercial.
Samsung has raised the awareness of its smartphone. There are two advantages for
Samsung. First, the absent of Apple commercial makes the viewers focus on Samsung.
Second, among bunch of car commercials, a gadget ad stands out. Samsung has scored the
attention of commercial viewers.
· Samsung tries to change customers’ beliefs that Apple products are modern tech icon. In
