Samsung again takes on Apple in latest campaign for Galaxy S9 phones to show off speed


By Kyle O'Brien, Creative Works Editor

May 17, 2018 | 3 min read

Last year, Samsung showed how, over a decade, an iPhone user was really longing for a Galaxy phone in the spot, ‘Growing Up.’ Now, Samsung is building upon the success of that campaign with a new spot, ‘Moving On,’ that again attacks its rival by showing what it sees as superior features, including speed.

Samsung Galaxy Moving On

Samsung Galaxy's Moving On campaign

Gearing up for the summer travel season, Samsung asks travelers if their phone is ready for their various trips. In the instance of the woman in the ad, her iPhone presents numerous problems. From her boarding pass failing to load at the security checkpoint to being unable to watch content on the plane, her slow phone lets her down time and time again. Ultimately, she moves on to a Galaxy phone to rid herself of the letdown from her iPhone.

Based on new data from mobile data analyst Ookla, others may be inspired to do the same. This week, Ookla published research showing that the Samsung Galaxy S9 and S9+ are the fastest phones ever, with up to 42% faster download speeds than competitor devices. And with four out of five Memorial Day weekend travelers saying it’s important to have shows, videos, or movies to watch while they are traveling, a faster phone makes all the difference. For parents, speed is even more important, as 72% of parents say that not having entertainment options for themselves or their family is one of their top three stressors while traveling.

According to a release, the Galaxy S9 and S9+ will “give users the performance they’re looking for this summer travel season, being able to support top download speeds for movies for long trips, to sharing photos from amazing vacations.”

Ookla’s Speedtest results found that consumers experience drastically different download speeds, on the same carrier, depending on which device they’re using. The Galaxy S9 and S9+ have download speeds that are 37% faster than the Apple iPhone X, 17% faster than the Google Pixel 2, and 38% faster than the Samsung Galaxy S7.

“This summer, consumers are going to be on the road, at the beach, and relying on their phones more than ever, but without the latest and fastest network technology that’s available in the Galaxy S9 and S9+, their phones may quite literally slow them down,” said Justin Denison, senior vice president, mobile product strategy and marketing at Samsung Electronics America. “At Samsung, we’re constantly innovating and developing products that set the new standard for the industry. Our Galaxy owners never need to worry about whether they’re getting the best possible experience from their phone.”

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