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Samsung defends mocking Apple with these ‘aggressive’ ads

A senior Samsung marketing executive has defend the company’s early advertisements mocking Apple.

Samsung has been using commercials to tease Apple for years, often to the chagrin of iPhone users. Some went down well, and others didn’t, but Younghee Lee, EVP of Global Marketing at Samsung Mobile, thinks Samsung was right to mock its biggest western rival.

“We always relentlessly pursue what we think is right in technology. Our communications program is no different. If we think it is right, we pursue it relentlessly,” said Lee, speaking in an interview with Adweek.


She continued:

“In North America, we were aggressive with our marketing toward competititors – we went at them head on. If you think about the ‘Fanboy’ and ‘Wall Hugger’ (Galaxy S) campaigns and the approach we took there, we tried to be flexible, relevant, and bold.”

Check out some of Samsung’s early anti-iPhone ads below:

Samsung is currently the world’s leading phone maker, having shipped an impressive 23.2% of all handsets sold in the first quarter of this year. Meanwhile, Apple saw its share fall from 17.9% in Q1 2015 to 14.8% in the same period this year.

Samsung’s latest smartphone in the Galaxy S7, which has received widespread critical acclaim. The company is now expected to be planning a launch for the widely rumoured Galaxy Note 6, tipped to launch on August 2 at a dedicated event in New York.

Related: Samsung Galaxy S7 vs iPhone 6S

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