Samsung Galaxy S II Lays Claim to Smartphone Throne

In a recent commercial, Samsung played on the perception of Apple iPhone fans being neurotic, nerdy obsessives whilst promoting its own smartphone, the Galaxy S II, as a practical-yet-superior alternative. The advert opens with queues of young people waiting for an extraordinary amount of hours for what is largely assumed to be a new iPhone model (later confirmed when the product becomes visible and is strikingly similar to the iPhone). Those in the queue sweat over what the phone may or may not have – 4G technology, long-lasting battery etc. They are seen to be largely elitist and pretentious, compared to the Samsung phone users who appear to be down-to-earth with their phones of modest reputation and a competitive list of features. The commercial has clearly been a success – Samsung phones recently overtook the iPhone for US brand perception in a brand index study.