Uploaded August 2016 | Updated September 2026, 2 weeks ago

---

What’s the idea here? All these people waiting for the new Apple – surely that can’t be good for Samsung? Surely the message here is ‘If so many people swear by the new Apple i-Phone, it’s got to be good!’ right? [Social Proof!] And yet…. if we watch the ad, it turns out that those waiting are actually ‘old fogies’; the young generation have moved on – they are using Samsung. Here is the kicker: the few young people in the queue are actually saving a spot for their parents!!! What self-respecting teenager would like to look like their father/mother?!? [Moral: If you want people to avoid something like the plague, just show them that a group they want to dissociate themselves with actually have it / do it. Brilliant!]