Yesterday we wrote about Samsung’s new spot, which aired during NFL broadcasts, for its Galaxy family of phones. All 60 seconds were pretty brutal toward archrival Apple—the commercial amounted to a takedown of a full decade of iPhones.
But did you see the most savage diss of all? It’s right around the 52-second mark, as we pan past an Apply fanboy waiting in line for the iPhone X.
That’s right—the guy’s haircut mimics the infamous “notch” at the top of the iPhone X screen. This notch has been the subject of much derision among Apple detractors, who see it as a black eye on the device—particularly since rival products, like Samsung’s own Galaxy S8, have a full edge-to-edge display.
We’ll admit to not noticing the dude’s haircut the first time around. But in a way, that’s even better—it’s Samsung’s sneakiest insult yet, and a great little easter egg for viewers.
The spot was made by Wieden + Kennedy in Portland, Ore.
Agency: Wieden + Kennedy Portland
Executive Creative Directors: Jason Bagley/Eric Baldwin
Creative Directors: Brandon Davis/Stuart Brown
Copywriter: Derek Szynal
Art Director: Caitlin Alexander
Director of Production: Matt Hunnicutt/Mike Davidson
Senior Integrated Producer: Deb Drumm
Account Team: David Newsome/Ralph Lee/Michael Devine
Business Affairs: Laura Caldwell
Production Company: Biscuit Filmworks
Director: Isaiah Seret
Partner/Managing Director: Shawn Lacy
Executive Producer: Darren Foldes
Head of Production: Mercedes Allen
Producer: Kim Bradshaw
Director of Photography: Alwin Kuchler
Editorial Company: Work Editorial
Editor: Stewart Reeves
Assistant Editor: Leah Turner
Assistant Editor: Josh Sasson
Executive Producer: Marlo Baird
Producer: Marguerite Olivelle
VFX/Finishing Company: The Mill
Executive Producer: Enca Kaul
VFX Producer: Adam Goins
2D Lead Artist: Steve Cokonis
2D Artists: Edward Black, Krysten Richardsen, Tom Leckie, Clarke Rives, Christel Hazard, Steve Gibbons
3D Artists: Chase Webb, Itai Muller, Marissa Krupen, Monique Espinoza, Steven Olsen
Animation: Patrick Kipper
Grade Company: The Mill
Colourist: Gregory Reese
Executive Producer, Colour: Thatcher Peterson
Colour Assist: Gemma Parr/Asa Fox
Colour Producer: Diane Valera
Mix Company: Lime Studios
Mix Engineer: Mark Meyuhas
Assistant Mix Engineer: Peter Lapinski
Executive Producer: Susie Boyajan
Music Company: Chances With Wolves
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.