The world’s biggest ad war is between Samsung and Apple and Samsung agency 72andSunny has produced a new campaign in the US that uses an Apple-style approach to lambast its rival (remember Apple’s series of ads knocking Microsoft?)
Samsung is clearly on to something here: Apple sells you what it wants not what you (might) want.
So the ball’s now in Apple’s court. It won’t be short of advice however. We now learn that Publicis Groupe-owned digital outfit Rosetta is setting up an agency called Level, to work solely on Apple. This mirrors Omnicom’s TBWA/Media Arts Lab that has devoted itself to Apple for at least 20 years.
PG and Omnicom are officially rivals of course but are due to merge some time towards the end of this year when Chinese regulators give the go-ahead (they may not, of course). So Omnicom/Publicis is getting its retaliation in early as it tries to strengthen ties with its most high-profile client.