Samsung Fires Another Shot in Ongoing Marketing War With Apple

Apple (NASDAQ:AAPL) archrival Samsung (SSNLF.PK) is on the attack again. In a new advertisement titled “Wall Huggers” Samsung mocks the iPhone’s short battery life and touts the Galaxy S5’s changeable battery and its Ultra Power Saving Mode feature.

“There they are, clustered around power outlets, near the recycling bins, stained carpeting, and bathrooms,” intones the advertisement’s narrator. “Tethered to the wall, denied the freedom to enjoy even the most basic things, like grabbing a drink, or sharing a laugh with your co-workers. Or sitting with someone you know. You’re stuck here until your battery says so.”

As seen in the video above, Samsung users are shown walking around freely with their Galaxy S5 devices. In one segment, a Galaxy S5 user is told by an Apple user that they need to recharge their iPhone 5s and invites the Samsung user to come along. “Actually, I’m okay,” responds the Galaxy S5 user. A subsequent close-up shot of the Galaxy S5 shows that the user has activated the Ultra Power Saving Mode, which supposedly provides about twenty-four hours of “standby time” with only 10 percent battery charge remaining. As noted on Samsung’s website, “This innovative feature changes your screen to black and white and shuts down all unnecessary features to dramatically minimize battery consumption.”

Samsung has often used its Galaxy ads to attack Apple’s iPhones. While some Samsung ads portrayed Apple users as older and out-of-touch with the latest smartphone technologies, others criticize the iPhone with thinly veiled symbols. Although fans of Apple tech may dismiss these types of attack ads as a desperation move on Samsung’s part, there is evidence that Apple’s executives see these ads as a genuine threat.