The notion of using advertising to convince male customers that the product being advertised will help them get laid is certainly nothing new. In fact, it’s pretty much the unstated assumption of about 95 percent of the commercials that air during each year’s Super Bowl.
Samsung, however, has produced a new advertisement that takes that subtext and pretty much says it out loud. The ad for the Galaxy Gear smartwatch — a product with a bad enough reputation as it is — is not only stilted and creepy, but appears to subscribe to the values of the Pickup Artist movement:
Is it because of the bad acting and accents, which seem heavily inspired by Tommy Wiseau? The indeterminable length? Because it’s set in an alternate universe in which women are unfailingly drawn to smartwatches, but believe smartphones are for losers? Or the implication that a primary purpose of the Galaxy Gear is to take clandestine photos of hot chicks?
Samsung had a pretty good year. Everyone seems to like their TVs. The Galaxy line has emerged, in much of the world, as the primary challenger to Apple’s iPhone and iPad. They’ve got a lot more planned for CES. They even made some strong commercials, including a couple with LeBron James.
But this? Not good at all. And I don’t believe for a second the Galaxy Gear works on top of a ski lift.