Samsung continues its “Ingenius” series with two new ads that pits the iPhone X against the Galaxy devices.
One of them, dubbed “Power,” also set in an Apple store, a customer tells the Apple employee, who’s “genius”, that “the Galaxy Note 9 is really powerful”. “You know what I think is powerful?” the employee asks in return, giving then his opinion: “Being able to unlock your phone with your face.” When the customer replies that the Galaxy Notes 9 “does that too,” surprised, the employee points out another thing he thinks is powerful, namely that on iOS 12, you can FaceTime up to 32 people. “Why would I ever want to do that though?” asks the customer. Seeing this reaction, the genius tries to say another thing that’s powerful, but the commercial ends – with an onscreen line urging people to upgrade to Galaxy.
The other spot, “Pen,” features a customer asking the genius about the difference between the Apple Pencil and the S Pen that comes with the Galaxy Note 9.
In a previous spot, part of the “Ingenius series”, the South Korean company poked fun at the download speed of its competitor’s iPhone X, highlighting that the Galaxy S9 has an advantage over the iPhone X in terms of download speeds over cellular networks.
Earlier this year, right a day before the Galaxy S9 and S9 Plus with 128GB and 256GB storage options went on sale, the brand released another commercial that took a jab at one of Apple’s iPhones. The Galaxy S9 was then compared against the iPhone 6, which made viewers criticise the approach, highlighting that it was not fair to compare a modern 2018 device with one that’s nearly 4 years old.
The song playing in the commercials is “Genius” by LSD ft. Sia, Diplo, Labrinth.