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Samsung tried to spin the Note 7 disaster into gold at its Note 8 event

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From time to time, Samsung strikes advertising pay dirt. Earlier this year, the company had a pretty good spot when it stuck a Gear VR on an ostrich’s head. But it’s a tough gig — particularly when you’re dealing with the Note 8. While it’s true the company hasn’t had a difficult time bouncing back financially, the mere mention of the product results in a deluge of bad jokes — just check the comment section on any post we’ve written about it over the past year.

The first ad to address the issue did so indirectly. In a spot that debuted at Mobile World Congress in February, the company pushed to make its eight-point battery safety check sexy. Lots of cinematically lit shots were set to the pulsating funk tones of the O’Jays’ mid-70s Philly Soul classic, “Give The People What They Want.” They just want what we all do — phones that don’t blow up.

A couple of spots that debuted at this week’s Note 8 unveil struck a similarly odd tone. The company, understandably, is tired of the apology tours. Instead, the pieces focus on Note owners who are bummed that Samsung took their phones away from them. It starts with excited users rattling off cool features, and then there’s a tonal shift.