The new campaign has the tagline, “Six is greater than six”, or simply “6>6”.
As has become fairly standard over recent years, the 30-second ads compare the best of Samsung and the best of Apple, with the S6 Edge unsurprisingly coming out on top – at least in Sammy’s opinion.
The smartphone’s curved display, which we don’t consider to be particularly useful, plays a central role in the first of these.
“Check out the edge of the Samsung Galaxy S6 Edge,” says the narrator, as the camera focuses on a face-down S6 Edge. “It displays colours when your top five contacts call.”
The camera then pans to an upturned iPhone 6. “The edge of the iPhone 6 displays nothing,” the disembodied voice continues. “But it has a vibrate function.”
Mischievously, Samsung decides not to mention Apple's LED alert Accessibility option.
The narrator then lists some of the things the edge is capable of displaying, such as texts, weather, news and Twitter notifications. A message then pops up reading, “Grandma: You’re my favourite. Don’t tell your sister.”
The second ad highlights that the S6 Edge supports wireless charging, while the iPhone doesn’t, and also flags up the Samsung mobile’s photography credentials.
“The S6 takes wider selfies that fit everybody,” says the narrator. “The iPhone 6 just cut out nana.”
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