The Spot: Freeing the Fanboys

Samsung wraps its campaign poking fun at the cult of Apple with a circus-like Super Bowl spot by Bobby Farrelly

GENESIS: With Apple's position in the smartphone market strong and getting stronger, Samsung has been trying to siphon off share by humorously portraying its rival's fans as slaves to an unseeing sheep mentality. A launch spot in November got huge play by showing Apple devotees waiting listlessly in line for the latest iProduct, only to be impressed—and unnerved—by a bystander's Samsung Galaxy S II. "I could never get a Samsung. I'm creative," one of the slackers says stoically. "There's just a cultural truth around Apple fans," said Bryan Rowles, creative director at Samsung agency 72andSunny. More ads continued the theme. Then, agency and client decided to wrap the series with a circus-like spot on the Super Bowl. Directed by Bobby Farrelly, it begins, like the others, with Apple fans in line. Then, seeing the new Galaxy Note, they break out of the barriers, liberated at last, and celebrate at a massive block party, singing and dancing to The Darkness's 2003 cheese-rock anthem "I Believe in a Thing Called Love." "There's a shelf life to the joke," said Rowles. "We wanted to go out with a bang."