It looks like Samsung is turning its ad machine against a new competitor: RIM.
In a new ad that aired during the NFC Championship game Sunday night, Samsung promoted its Galaxy Note II smartphone as "the next big thing for business" and made fun of BlackBerry phones in the process.
The ad shows an office team working on developing a game called Unicorn Apocalypse on a tight deadline. At the same time, the team is told they can finally use any smartphone they want at work. That's when the real battle starts. Most in the office switch to using Samsung's phablet, but a handful of holdouts have trouble ditching the BlackBerry device they've always used at work, worried about whether Samsung's phones are as secure or useful.
Samsung uses the ad to debunk these concerns while poking fun at the BlackBerry users. One woman in the office says she has always relied on a "system" of using a BlackBerry at work and another smartphone at home. When another employee suggests she can just use a single Samsung phone instead, the woman says sternly, "Respect my system."
In recent months, Samsung has mainly targeted Apple with its print and TV ads. Perhaps RIM should take this as a compliment. After months of being written off by many, RIM is finally set to unveil its BlackBerry 10 products later this month. Given the timing of the ad, it appears that Samsung, a market leader, views this as enough of a potential threat to merit advertising against.
Congratulations, RIM: Samsung thinks you're a competitor again.