Introduction of the Advertisement
The Oculus-powered new Samsung
Gear VR was first announced at Mobile
World Congress (MWC) on 26th March 2016. The new Gear VR is
a mobile virtual reality headset. The “new” VR headset isn’t new, but the only
controller is. Therefore, Samsung Official has released a near two minutes
commercial for its Gear VR headset. They had chosen a
different way to make an advertisement to promote their product as well. The
main character in the short video advertisement isn’t a well-known person or
any adorable child and yet, it is actually an
ostrich. This makes it become an interesting advertisement that most of us will
stop for a moment to finish watching it instead of pressing the ‘Skip Ad’
button and carry on with our business.
The entire video clip demonstrates an
ostrich strapping on a headset that are playing a flight simulation scene.
After watching the VR scene, the ostrich begins to try and practise in order to fly. As time
passes, the ostrich is full of courage results in it spread its wings and take
to the sky in the last 30 seconds in the video clip. The moment when the ostrich
flies to the sky, the ostriches, those that didn’t have the chance to try Gear
VR could only trails behind it on the ground.
The Effectiveness of the
Advertisement
It is undeniable that mobile
technologies are being improved through the years. In the past, Samsung
Corporation’s technology did not get the most attention but was being insulted
and rejected by the community due to the explosion incident of Galaxy
S7. However, the high-tech giants
performed well with their latest advertising campaign to boost their Gear VR
sales with the help of an ostrich.
The video is promoting the well-known
wearable from Samsung introduces us with a fearless ostrich which stumbles
across the Gear VR and figures out how to pop the set on its head for its own
virtual paradise of a flight simulator. As we follow the flightless ostrich
through its virtual journey, we are encouraged with the impossible and a strong
statement for the latest campaign with the key expression #DoWhatYouCant. A genius's statement on how
innovative technology can take us anyplace as the capabilities of the gadgets
in our homes keep on improving. Samsung emphasizes that nothing cannot be done
which means their newest products now are even safer and promote superior value
to every customer.
The Target Market
of the Advertisement
When we talk about target market of a
VR headset, it is definitely pointing to the people from millennial (Generation
Y or echo boomers). This group are born between 1977 and 2000. Tweens, teens,
or even young adults are eased and very comfortable with technology. Therefore,
most of the technology gadgets and devices are targeting this group to boost
their sales. They believe that technology as a way of life. And now, the
Samsung is promoting them a headset that provide virtual reality which could
attract the Generation Yers and also those who backed by
the purchasing power to afford the high-quality and performance products.
Advantages and Disadvantages of
the Advertisement
As a commercial video, it must be
very attractive in order to make people stop for a moment to check it out what
product or content that a company want to spread over the audiences and
visitors. Fortunately, the Samsung has make a pretty nice advertisement with
the presence of the silly-movement ostrich and they deserved thumbs up. By
making eye-catching advertisement, people tend to be willing to spend their
money on a more reliable product.
However, there is an opposite side which is the disadvantages of the
advertisement. The advertisement didn’t state or claim that what actually they
are promoting to the viewers. Hence, there are some people don’t understand
what message they want to bring out through a short advertisement video. Some
of them even misunderstood that the advertisement isn’t promoting anything but
only tell people we should refuse to listen to what “can’t be done” as a
driving force to succeed in life.
Conclusion
In short, the advertisement is trying
to promote Samsung's revolutionary VR technology and plans to change buyers'
thoughts on what is humanly possible by means of the strapline "Do What
You Can't." Opening with an inquisitive ostrich stumbling into a VR
headset we see the character starts to dream of accomplishing the mission
impossible. "We make what can't be made so you can do what can't be
done," Samsung announces as the ostrich achieves new heights. The realism
of the Gear VR makes the ostrich feels that it is really flying in the air.
Hence, this advertisement undoubtedly can make interest in people to own the
headset after watching it.
(Source from YouTube)
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