Apple is out, Samsung is in. Everyone's changing to the rival brand, and if you don't, you'll be ridiculed by friends. Well, that's what Samsung want you to think with its new Australian Galaxy S4 campaign.
The subtly titled 'It's Time to Change' campaign targets Apple users. Comprising three television spots, it centres on the loveable yet ignorant Damien - the only Apple user of a bunch of friends.
You can watch Damien at a dinner party, his friend's house,
and with his partner, each time receiving a slew of iPhone jokes
and playful prods to ditch Apple. How the worm has turned.
One friend says it's time to lose "that little junior burger of a phone and super-size to a GS4". Damien shrugs and suggests they take their phones and jump in the pool. In a water-based segue, another friend then runs his Samsung under the tap to prove it's waterproof.
While the campaign makes no direct mention of Apple, Damien's phone looks just like an iPhone. And Samsung has form in taking a stab at its competitors. It has been created by Leo Burnett Sydney.
What do you think of the campaign? Let us know your thoughts in the comments below.
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