Shade?

https://youtu.be/R59TevgzN3k

After talking about how brands use many different techniques and appeals in their commercials, this specific commercial stood out to me as I saw it play three times on the same channel as I was typing my term paper. One of the things that struck me in this commercial is how much shade they throw at Apple. We talked about this during class during the discussion after the group that had Apple presented. We talked about how Apple's competitors, like Samsung, appeal to the need for autonomy, and that everyone has Apple, so with Samsung you'll be unique and stand out from the crowd. Someone also mentioned about how Samsung usually shows the long lines outside of Apple stores with people waiting to buy their newest phone. This was also shown in the commercial linked above, accompanied by a man with a haircut that looks like the controversially "ugly" notch at the top off the iPhone X. Overall, though, the message that the whole commercial is trying to get across is that Apple phones are for "kids" since they are less advanced than Samsung phones and only adults use advanced Samsung phones. I wonder what technique was used here too because Samsung also showed lots of Apple phones in a commercial for their product, and pointed out disadvantages in Apple products and used them to their advantage. The point they were making was, "Here is what Apple phones can't do. Our Samsung phones can do that and even more". Samsung threw lots of shade in this ad, and I personally found it very entertaining and funny.