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Why Samsung Needs Ads Like "It Doesn't Take A Genius"

Following on from Tuesday's keynote Samsung released a set of six new ads which poke fun at Apple on everything from screen size to the epic failure of its live stream.

Taken in themselves the ads are funny, but there's a whole subtext behind them which is worth examining.

Apple fans haven't taken well to Samsung's very targeted advertising over the last few years - from the fantastically well planned and presented 'Next Big Thing' through more generic 'Wallhuggers' and now 'It Doesn't Take A Genius' Samsung have punctured Apple's hype bubble.

Best summed up by the exchange 'I could never get a Samsung, I'm creative', 'Dude, you're a barista', it subtly explores how Apple fans see themselves and how the rest of the world sees them. And it's allowed Samsung to position themselves as the anti-Apple of the phone and tablet world.

Realistically this kind of advertising shouldn't work. Samsung ship more phones than anyone else, and the big guy picking on the little guy just looks like bullying. However, Apple's own advertising is so ridiculous and Samsung's adverts are now so well done, that it's hard not to be impressed.

And as long as there are large numbers of people who reject the self important puffery that unfortunately tarnishes a lot of what Apple does, Samsung will continue to pick up sales on the back of ads like these.