In March of 2017, Samsung Mobile (2017) released an advertisement promoting the new Gear VR headset. The video is available on the official YouTube channel of Samsung Mobile and has already reached the number of almost 25 million views. The advertisement has quickly engaged the hearts of the millions because of its beautiful story and strong message.
The video presents a story of an ostrich that has accidentally got the Gear VR on its head. The headset started showing the picturesque views of clouds while emulating the free flight. The view and the feelings were so majestic that they caused the ostrich to fly.
The claim of the advertisement is clear from the hashtag they have used: #DoWhatYouCant. I believe these words demonstrate that Samsung has managed to create a product that the world has never seen before, meaning the quality of the VR picture and emotions, which are brought out during the Gear usage. This claim is beautifully shown through a story of a flying bird, which is unable to fly in its nature.
I think the claim seems credible to some, and not credible to others. While some believe that Samsung has created such a fantastic product, others do not find it so plausible. I refer myself to the latter. Probably, if Samsung had used a more realistic image, rather than a flying ostrich, the product would not have looked as if an attribute of a fantastic movie.
Nevertheless, I find this advertisement successful. The fact that Samsung released it on the Internet allowed them to gain multiple advantages: target marketing, creativity, information access, interactive capabilities, exposure, and so on (Belch & Belch, 2004). In other words, Samsung created a beautiful video, allowed millions to watch it anywhere at any time, allowed the audience to provide its attitude towards the commercial and the product in the comments section, and finally did not have to run it on TV, thus saving the budget.
References
Belch, G., & Belch, M. (2004). Advertising and promotion. Web.
Samsung Mobile. (2017). Samsung official TVC: Ostrich. Web.