Samsung’s “Next Big Thing” ad may have tapped the star power of three celebrities, but at least one firm’s analysis shows it didn’t gain much traction with consumers.
The two-minute ad featuring Seth Rogen, Paul Rudd and LeBron James confused customers and failed to hold their attention, according to data from the research firm Frank N. Magid Associates.
In an wonky teaser, Samsung referred to its long-running patent battle with Apple, by showing Rogen and Rudd fumbling with words to avoid trademarked phrases such as “Super Bowl,” “San Francisco 49ers,” and “Baltimore Ravens,” leading them to ultimately call the game “El Plato Supremo.”
Magid surveyed nearly 400 consumers across the country in real time over mobile devices, to get immediate reactions. On both Magid’s data and on the NFL’s page asking fans to rank their favorite ads, the leading choice was Budweiser’s ad featuring a Clydesdale horse and his trainer.