Originally posted by RobA_Oz I hope you're not suggesting that Pentax should be as unethical as Samsung is being with this campaign. This technique of denigrating users of other products is hardly new (I can think back to at least the 1980s for TV campaigns) and Pentax users have copped more than their fair share of the more insidious unofficial negative campaigning (like Apple has, too: "why don't you get a real computer/camera?"). I should have thought the "Do unto others" rule might be the proper response in both cases.
It's not denigrating others, it's a statement of positioning saying that the iPhone is old (and it is, iPhone 5, come on, how creative is that...) the technology/features are old (and so they are...), and only old uncool people use iPhone (most 18+ " kids in my circuit of friends, ie. friends kids, use Samsung, and thinks that iPhone is not so fun...) .. ie. "Samsung is for people who wants to be in the fore-front"....
Apple did the same some time ago, remember, "I'm a mac, and I'm a PC".. it had nothing to do with making fun of people using windows, it was a way of telling people "Using a computer does not have to be dull".
The communication is nicely embedded into things people can grasp, new features, simplicity in usage, etc. but the "hidden" message, will come through anyway... remember pepsi... "The choice of the new generation"... (ie. "you dont drink that ol conservative and boring coke ya grandpa was drinking do ya?"...
Positioning...