Dallas – Samsung
Telecommunications America launched a TV and online ad campaign to promote its
Samsung Galaxy S II smartphone portfolio and take a few jabs at Apple.
The first jab is the ads’ catch
phrase, “The Next Big Thing is Already Here,” which refers to former Apple CEO
Steve Jobs’ penchant for saying “Just One More Thing” when making a series of
The second jab is the
commercials’ setting, which is outside a store and depicts long lines of Galaxy
S II owners waiting to get inside to buy another leading smartphone. When a
Galaxy S II user compares the S II’s design, large screen, 4G speeds, apps and
content against the phone that’s going on sale, other consumers standing in
line begin to have second thoughts about the smartphone they’re waiting for.
The campaign concludes with the message that “the next big thing is already
The Samsung ads running today on
A 60-second television spot will
air during the Thanksgiving Day NFL games on FOX and CBS. The ad will also run
on Saturday during televised college football. In addition, 15- and 30-second
versions of the commercial will run on major broadcast and cable networks from
now until Christmas Day.