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Samsung laughs in the face of iPhone fandom by mocking a decade of loyalty


By John McCarthy, Opinion Editor

November 6, 2017 | 2 min read

Samsung is committed to winning the hearts and minds of loyal iPhone users in pursuit of a larger share of the mobile market, its latest ad is showing iPhone users how they have always been behind the times.


Samsung mocks the iPhone

The ad follows Apple-lover Eric who has been using each iPhone since 2007. At each stage in his life, the restrictions of the iPhone have left him lacking in some way. His girlfriend Lauren on the other hand has been using Samsung this whole time, and has been one step ahead.

The work, called ‘Growing Up’ comes from Wieden + Kennedy Portland and looks to promote the Galaxy S8 range which also incorporates the S8+ and Note 8, all of which deliberately clash with the iPhone 8 launch.

Samsung has recently been touting the benefits of its waterproof (and sandproof) handsets, features Apple has not yet saw fit to emulate. To best portray this, the couple took a dive off a pier in the video with only one smartphone surviving the incident.

Vote for the ad in The Drum's Creative Works.

Samsung: advert-body-3 by Wieden + Kennedy Portland

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