McKinney just launched a new campaign for Samsung’s Galaxy Pro series called “It Can Do That.” If that sounds a lot like Apple’s “There’s An App For That” 2009 campaign for the iPhone 3G, Samsung would probably welcome the comparison. Their 60-second television spot takes on Samsung’s competitors in a very direct way.
The first spot in the campaign — also called “It Can Do That” — showcases the Galaxy Pro’s multi-functional capabilities, while disgruntled users of the iPad and Kindle ask “It can do that?” They also take on a Microsoft Surface user, making fun of the fact that his “tablet” has a keyboard, battery dock and mouse. The spot concludes with the tagline, “The Next Big Thing Is Here.” While the approach borders on being a little smarmy and self-satisfied, it certainly does make the competition look bad by pointing out situations where Samsung’s product can do things that their competitors just can’t. You just have to wonder, and this always seems to be the problem with this kind of approach, if they could have pulled this off without making Samsung users seem kind of mean about it. Stick around for credits after the jump.
Chief Creative Officer: Jonathan Cude
Executive Creative Director: Peter Nicholson
Art Director: Cody Pate
Copywriters: Zac Milner, Jenny Nicholson, David Sloan
Producer: Regina Brizzolara
Production Company: Epoch Films
Director: Michael Downing