Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Eliminate costly downtime!
Find out how with Free White Paper
& enter to win a Samsung Galaxy Note

www.apc.com
Mobile Tech
24/7/365 Network Uptime
Average Rating:
Rate this article:  
Samsung Super Bowl Ad Jabs at Apple over Patent Suits
Samsung Super Bowl Ad Jabs at Apple over Patent Suits

By Jennifer LeClaire
February 1, 2013 12:35PM

    Bookmark and Share
Samsung's Super Bowl commercial features a back-and-forth between a lawyer and two workers about not being able to say the words "Super Bowl." Why? Because it's trademarked. "Why can't we say...?" one employee asks. "We could get sued!" the lawyer exclaims, by "everybody, nobody, who knows?" It's an obvious jab at Apple over its ongoing patent war.
 



While Samsung waits for a judge to decide whether to reduce a $1.05 billion damage award in a patent lawsuit that Apple won, the company is turning to social media -- and Super Bowl Sunday -- to take a few jabs at the iPhone maker.

Samsung's Super Bowl advertisement -- which is already posted on YouTube -- is only about a minute long, but uses every second to get its message across. The video has generated more than 1.7 million views and is sure to win more eyeballs as game day arrives.

Beyond the viral power of the ad, it will, of course, air during the National Football League's championship game on Sunday. That means multiple millions get to see how an electronics giant that's been spurned in court teases a technology icon.

The San Francisco 50-Minus-Oners?

The ad shows three American men sitting around a table in a large, modern conference room. The lawyer declares, "Here we are, guys, Samsung. The next big thing. You two...ideas?"

The two employees, with phones sitting on the table in front of them, pause. One of them says, "We know, it's gotta be big cause it's for the S...." At that moment, the lawyer cuts him off with a loud "shhh." The commercial continues with a back-and-forth between the lawyer and the employees about not being able to say the words "Super Bowl."

Why? Because it's trademarked.

"Why can't we say...?" the employee asks.

"We could get sued!" the lawyer exclaims, by "everybody, nobody, who knows?"

The commercial goes on to show a comical discussion about what they can and can't say. The gist of it is they can say Baltimore Black Birds but not Ravens, and San Francisco 50-Minus-Oners but not 49ers. And instead of Super Bowl, they are supposed to say "the Big Game."

The result: "We're planning a commercial for the Big Plate between the San Francisco 50-Minus-Oners and the Baltimore Black Birds." At the end of the commercial, we see white letters on a black background that simply say, "Samsung GALAXY."

Do You Get It?

Comedians Paul Rudd, Seth Rogen and Bob Odenkirk did a fine job playing off each other in the mock brainstorming session over the Super Bowl ad. Although the ad never mentions Apple -- and may indeed fly over the head of many consumers who don't keep pace with the patent lawsuits in the industry -- it may still cause them to chuckle.

Many commenters on YouTube seemed to get it.

"I'm afraid this ad is too complicated to understand for the general public," said Bernd Lauert on YouTube. Others on the comment string began warring over which phone was better. So vehement were the arguments that YouTube actually hid some of the comments because they received too many negative votes, which is the viral video site's policy.

Still, it's clear to industry watchers and to Apple that Samsung is jabbing at the iPhone maker. And it's clear to some consumers who have observed the blow by blow.

"I love Samsung's humor at their own lawsuit. Now they're being extra careful about anything that could be misconstrued to be willful copyright infringement," commented Rori L'Ambivalence on the video. Another commenter named Tatha Mondal wrote, "This commercial screwed Apple."

Apple could not be reached for comment in time for publication.
 

Tell Us What You Think
Comment:

Name:

Dama:

Posted: 2013-02-04 @ 7:07am PT
I think their commercial fell flat. Most of the people I watched with didn't get it.

Bea:

Posted: 2013-02-02 @ 10:29am PT
That's kind of strange for an add and at that time. It might backfire on them also. The iPhone outsold Samsung for the first time ever this last quarter. It will hit many people the wrong way. I use Samsung and Apple products and this just hit me the wrong way, so it would make me less likely to buy from Samsung.



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Mobile Tech
1.   Android Gets Chrome Remote Desktop
2.   Amazon 3D Smartphone Pics Leaked
3.   Zebra Buys Motorola Enterprise Biz
4.   CTIA Caves, Offers Kill Switch Plan
5.   Report: Amazon Phone To Feature 3D


advertisement
BlackBerry Drops T-Mobile After Spat
Moving on to other carriers after snub.
Average Rating:
Zebra Buys Motorola Enterprise Biz
Pays $3.45B in all-cash deal.
Average Rating:
CTIA Caves, Offers Kill Switch Plan
But leaves control up to users.
Average Rating:


advertisement


 Random Bytes
CTIA Caves, Offers Kill Switch Plan Galaxy S5 Won't Sway iPhone Lovers
Android Gets Chrome Remote Desktop Report: Amazon Phone To Feature 3D
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Michaels Says Nearly 3M Credit, Debit Cards Breached
Arts and crafts retail giant Michaels Stores has confirmed that a data breach at its POS terminals from May 2013 to Jan. 2014 may have exposed nearly 3 million customer credit and debit cards.
 
Heartbleed Could Cost Millions, Could Have Been Prevented
Early estimates of Heartbleed’s cost to enterprises are running in the millions. The reason: revoking all the SSL certificates the bug leaked will come at a very hefty price.
 
Google's Street View Software Unravels CAPTCHAs
The latest software Google uses for its Street View cars to read street numbers in images for Google Maps works so well that it also solves CAPTCHAs, those puzzles designed to defeat bots.
 

Enterprise Hardware Spotlight
Vaio Fit 11A Battery Danger Forces Recall by Sony
Using a Sony Vaio Fit 11A laptop? It's time to send it back to Sony. In fact, Sony is encouraging people to stop using the laptop after several reports of its Panasonic battery overheating.
 
Continued Drop in Global PC Shipments Slows
Worldwide shipments of PCs fell during the first three months of the year, but the global slump in PC demand may be easing, with a considerable slowdown from last year's drops.
 
Google Glass Finds a Home in Medical Education, Practice
Google Glass may find its first markets in verticals in which hands-free access to data is a boon. Medicine is among the most prominent of those, as seen in a number of Glass experiments under way.
 

Mobile Technology Spotlight
Google Releases Chrome Remote Desktop App for Android
You're out on a sales call, and use your Android mobile device to grab a file you have back at the office on your desktop. That's a bit easier now with Google's Chrome Remote Desktop app for Android.
 
Amazon 3D Smartphone Pics Leaked
E-commerce giant Amazon is reportedly set to launch a smartphone after years of development. Photos of the phone, which may feature a unique 3D interface, were leaked by tech pub BGR.
 
Zebra Tech Buys Motorola Enterprise for $3.45B
Weeks after Lenovo bought Motorola Mobility’s assets from Google for $2.91 billion, Zebra Technologies is throwing down $3.45 billion for Motorola’s Enterprise business in an all-cash deal.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.