A Screen So Clear, People Will Want To Smash It

The following commercial for Samsung and AT&T is one of the worst I’ve seen this year. Yes, I know how awesome the work from BBDO New York is. But knowing that actually makes this worse, not better.

“Clearly, Samsung doesn’t mind someone attacking its products in TV ads,” notes Adweek’s Tim Nudd, who is amused by the spot.

I’m not amused. This is a spot that asks us to suspend disbelief. But how is one supposed to do that when the spider in question is not the kind of spider one might find tabletop at a restaurant (the setting here is all wrong)? The spider is also clearly framed by the phone. To think otherwise tells us only that these characters are buffoons.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.