From queuing up in the rain, to leaving waterlogged handsets in rice and that time they got rid of the headphone jack, Samsung has it covered. The advert, entitled ‘Growing Up’, follows iPhone fans upgrading their handset over a 10 year period. Starting in 2007 and ending in 2017, Samsung is poking fun at iPhone fans on each turn.
The tongue-in-cheek advert picks up on the lack of storage on the 16GB iPhone 4, then it goes to bring up the whole iPhone 5S’ 4-inch display. The point is made when the 5.5-inch screen of the Samsung Galaxy Note 3 comes up.
The number of peripherals new iPhones need was also commented by Samsung’s ad, albeit silently. But as the saying goes, a picture speaks a thousand words.
Moving to 2016, Samsung disses Apple for its failure to add water resistance to their iPhone 6. Unlike Samsung’s Galaxy S7 Edge, the iPhone can’t handle being submerged without having to spend a night in a bed of dry rice.
But the onslaught doesn’t stop there. The advert also touches on Apple’s controversial decision to ditch the headphone jack with the iPhone 7 models. As if that wasn’t embarrassing enough, Samsung makes the point of highlighting the fact the Galaxy S8 offers customers wireless charging – something the iPhone 7 didn’t.
And then 2017 arrives, along with the iPhone X.
But it’s all too little too late. The man in the advert finally converts to Samsung – enjoying his Galaxy Note 8 in his hand. He shakes his head as he walks past the Apple fanatics queuing for the latest handset.