In November 2011, Samsung released the first of a series of ads that would define the company for the next three years. It started with a bunch of hipster-looking people waiting outside a mock Apple Store for the next iPhone. As the hipsters tick down the hours until they have the right to get Apple’s new iThing, they spot others on the street using something better. The phone, Samsung’s former flagship Galaxy S II, had a big screen and a 4G wireless connection, two major features that were missing from Apple’s new iPhone 4S. And unlike the iPhone, you didn’t have to wait around to buy a Galaxy S II. You could get it now. But you didn’t see anyone lining up to buy a Samsung, or anything other than an iPhone, in those days. Things started to change with the first “Next Big Thing” spot. Just like Apple poked fun at Microsoft with its “I’m a Mac” campaign in the 2000s, Samsung’s goal was to tap into the same strategy — a little guy taking swings at the dominant player in the ...
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