For some of us, Super Bowl commercials are more of an attraction than the big game itself, and we’ve become accustomed to seeing the best of the best during breaks from the action. Every year, companies spend upwards of $3.5 million dollars on Super Bowl ads, for a chance to create the most eye-catching, buzz-worthy commercial.
There were several gems this year, from the Doritos baby to the Sketchers bulldog, but one of the funniest was Samsung’s unintentionally humorous jab at Apple fans. Is that a pen?!
Samsung’s Super Bowl offering once again mockingly portrays disgruntled Apple fans complaining about how long they’ve been waiting in line for the newest iDevice, when one fanboy suddenly notices a man with the new Samsung Galaxy Note. “Whoa, whoa, whoa, what is that?” he calls, prompting the Note owner to show off his new device.
Amusingly, the people waiting in line are impressed with the pen that accompanies the Galaxy Note. “It’s got a pen?!” one exclaims. “This is awesome.” “I don’t know what I believe in anymore,” says another.
From there, the crowd breaks out into song and dance and there are plenty of Galaxy Notes for everyone, but by that point, I was cracking up too much to pay attention to the rest of the commercial. Seriously, Samsung? The selling point for the Galaxy Note is that it’s got a stylus? Haven’t we moved past those ancient PDAs with resistive screen technology?
As Steve Jobs said, “Who wants a stylus? You have to get ‘em, and put ‘em away, you lose them, yuck! Nobody wants a stylus. We’re born with ten of them, we’re going to use our fingers.”
I’m inclined to agree with Jobs. Forget styluses. Of course, the Galaxy Note is a fully capable touch screen device with a lot of other perks, but Samsung spent approximately $10.5 million dollars (for 1.5 minutes – not counting talent costs) to tell people that the reason they should buy the tablet is because it comes with a pen? Hilarious.
On the other side of the spectrum, Best Buy used its Super Bowl commercial time to showcase creators of mobile advances like the camera phone and video sharing, to promote the array of mobile devices the company has for sale. The ad also featured developers of popular iOS apps like Shazam, Square, and Instagram.
Best Buy even threw in a bit of humor when the Words with Friends devs were asked to put their mobile devices away by a flight attendant – poking fun at Alec Baldwin’s
plane removal fiasco last year. It was a good commercial (and of far better substance than many other commercials out there this year), but not quite as memorable as Samsung’s ridiculous ad, which takes the cake as the funniest commercial during the 2012 Super Bowl in my book.
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