Samsung tries another Super Bowl ad as Apple once again eschews

“As CBS works to sell the last handful of spots for its 2013 broadcast of Super Bowl XLVII from New Orleans, Ad Age is posting its annual chart of which advertisers are buying into the event and what is known of their plans,” Brian Steinberg reports for Ad Age. “With ad packages going for an average of $3.7 million to $3.8 million, the Super Bowl represents perhaps the biggest investment a marketer may make in a single media property all year.”

“The usual coterie of big sponsors is more or less on board again in 2013 — hello, Pepsi! hello Bud Light! — accompanied by opportunistic, smaller brands that want to make a big splash, such as Century 21 and, both of which are also returning to the game,” Steinberg reports.

Among the advertisers:
Buy: To be determined
Creative: To be determined. Samsung ran a 90-second ad in the fourth quarter of the 2012 game that mocked Apple fans. That theme has continued in the consumer-electronics marketer’s recent advertising.
Agency: To be determined. MDC Partners’ 72nd and Sunny worked on Samsung’s 2012 Super Bowl effort.

Apple Inc., the company that created the big time, high-impact Super Bowl ad, is once again not listed among Super Bowl advertisers. The Cupertino Colossus hasn’t participated in the annual marketing event for many years.

Read more in the full article here.

MacDailyNews Take: Because it worked so well for Samsung last year.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]

Related articles:
Nielsen: Samsung’s Super Bowl ad that mocked Apple iPhone users forgotten by most viewers – February 8, 2012
Jim Cramer: The Best Super Bowl ad was for Apple – and they didn’t pay a cent – February 6, 2012
Samsung Super Bowl ad mocks Apple iPhone users – February 6, 2012


  1. Apple could put together a great ad for this and could completely ignore Samsung and make them look like the petty, jealous thieves that they are. All for a measly $3.5 million. Do it.

    Maybe a joint Mac/iPhone/iPad ad to showcase the whole family and show the seamless integration between them all.

    What do they have to lose? A few minutes of profits?

  2. Not so. If I remember last year, didn’t the winning team all grab their iPhones and call their friends and family on live TV at the end of the game. That cost Apple nothing and it will cost Apple nothing again this year!

    1. No names allowed! PC never identified himself as MS or Dell or HP – just a generic PC.

      So the hamburgler should wear a big inverted V (as in the way S∧MSUNG spells its name) with the Milky Way as a halo to hint at what he’s supposed to be. Really deep and hard to decypher, for sure, but he could also say, “I’m Sam and I used to Sing.”

  3. Just bought a Vizio LED TV. Great tv and a great alternative to Samsung. I notice Samsung overwhelms the tv selections at mosts electronics stores.

    Proud to be boycotting Samsung.

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