Samsung's Oscars Ad Criticized for Undermining IT Security Message
During the Oscars, Samsung USA launched a new commercial to showcase its Galaxy range of smartphones, phablets, and tablets. The advertisement unfolds in a fictional game development office, featuring director Tim Burton collaborating on 'Unicorn Apocalypse' with a team utilizing Galaxy devices. It emphasizes flexibility while maintaining IT security, yet has drawn criticism for its tone. The campaign seeks to capitalize on the trend of Bring Your Own Device (BYOD) as BlackBerry's influence wanes. Nonetheless, the disorderly office setting detracts from the security message. This release coincides with Yahoo CEO Marissa Mayer's directive for remote workers to return to the office due to ongoing cyberattack threats from China. The ad's irony may not connect with many American employees.
Key facts
- Samsung USA aired an ad during the Oscars to promote Galaxy devices.
- The ad features director Tim Burton and a fictional game developer team.
- The game in the ad is called 'Unicorn Apocalypse'.
- The ad aims to convey that employees can use personal devices without compromising IT security.
- BYOD (Bring Your Own Device) has become a majority behavior in workplaces.
- BlackBerry's decline has opened opportunities for other device makers.
- Yahoo CEO Marissa Mayer recently required telecommuters to return to the office.
- The ad's tone is criticized as 'brogrammer' and chaotic, undermining the security message.
Entities
Artists
- Tim Burton
Institutions
- Samsung USA
- Yahoo
- BlackBerry
Sources
- Quartz —