Samsung's Terrible CES 2011 Ads Could Stand to Copy Motorola

I hate Apple. It isn't because of their products, which are fine. Or their corporate attitude, which isn't any worse than any other giant business. No, I hate Apple for their infamous 1984 ad for the original Mac. It was one of the most successful ads in tech industry history.

It also spawned an infuriating trend. It isn't good enough to just show off the product anymore. No, that pulls the audience out of the moment. Your video has to be dramatic, tension-building- deep, conveying raw power with a hint of menace. Or it needs to be uplifting, funny, or filled with enough 'cute' and 'pretty' things to assuage the audience's fear of parting with their hard-earned cash.

Samsung has released a string of videos crafted to set your whimsy capacitors on overload. They feature "Zoll", a youngster dressed for a rave and described by Samsung as "an intriguing character".

Ok.

These videos are said to be a preview of Samsung's keynote, conducted by company President Mr. Boo-Keun Yoon. Samsung promises it will be a "unique keynote experience" complete with performers. They say it will be "different than anything you've ever seen". Which is all well and good, but I'd be much happier with a flash or two of pictures from your new product line.

Samsung seems to be laboring under the misconception that ads like this will build up interest in their CES plans. They are wrong. Here's why:

1. Samsung already has our attention. The Galaxy Tab is the #2 tablet in the world, the Galaxy S is the #1 Android smartphone line. They're probably bringing a Tab sequel to CES, and there's also the thinnest Blu-ray player on earth and an LTE smartphone.

If you want to build up anticipation for one of your CES reveals, you don't do it with obtuse videos that have nothing to do with any product. You do what Motorola did.

2. These videos give us nothing to latch onto. CES 2011 is going to be crazy. We'll see dozens of tablets, probably hundreds of smartphones and oodles of other gadgets besides. Plus, Apple might unveil a new iPad around the same time. The tech press will have a lot to cover, and consumers will have a lot of reading to do.

It isn't easy to stand out in all that noise. We all know that Motorola has a tablet bound for CES, that they plan for it to be an iPad killer and that it is going to pack Android Honeycomb. What has Samsung given us to hold onto? Some weird kid doing magic tricks?

I'm sure Samsung's CES 2011 line-up will be every bit as impressive as 2011 was. But these ads aren't doing anything to increase their visibility next to Apple and the din of CES.

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