Samsung next is what? commercial

Samsung India has hired Aamir Khan as brand ambassador for its mobile phones and running a series of ads titled “Next is what?”

My review is on the usage of this phrase “next is what?”

Any advertiser aims to create an atmosphere of “now or never” that is, no one likes to tell you-“don’t buy our product now, wait for few months-you can get better product at lesser price” Everyone wants you to go to the shop right away and buy, because according to the ads “this is the best it can get”

But the truth is, no one is planning to shut shop from tomorrow... Discounts and offers continue to be available if you can post pone your purchase decision. More so in case of depreciating assets like electronic goods and vehicles. A nokia phone priced at 25 k today will be costing some 17-18k six months down the line. If you can postpone your purchase by certain time, a significant amount can be saved, vis a vis the current price, despite the discounts that may be on offer.
Samsung Logo
Coming back to the topic, I interpret the “next is what” punch line like this - “Don’t buy Samsung mobile right now, hang on for some more time, we’ve something better coming up next”

Well, I like their honesty but from a business perspective, isn’t this punch line detrimental to the sales growth? Shouldn’t they be tempting consumers to buy now, that suggesting “guess what is next”?

Your thoughts please...

In case you have time, more interesting details behind this commercial are available here. Image from GSM world

Similar: Samsung advertises mere Rs 10 off on LCD TV

9 comments:

Mridula said...

Shrinidhi, one way to interpret 'next is what' would be- so what comes after this? It is unknown and it could be anything! But of course I like your interpretation better!

Divya Tanjore said...

I dont' think so this was what they wanted to imply....

By "Next is What" they dont' mean to say "Wait Till The Next"...

They are saying....What do you mean by "Next"...This is the Next Gen phone....There is nothing left called NEXT...this is the BEST you can get...so what is this Next

Harsha Koda said...

There is a character in Star Wars Film Series called Yoda... he speaks in 'butler english'... like 'Size matters not.' or 'Always in motion is the future.'

You get what i mean... getting all the grammar wrong.. but in the movie it is made out to be the 'intellectual ramblings of the guru/leader/master'...

Similarly when you distort grammar and construct a sentence it becomes fashionable - 'What is next?' becomes 'Next is what!'

Shrinidhi Hande said...

Oops! missed responding to these comments.

@ Mridula
Yes, next is unknown, could be anything-but it has to be better than what is on offer now... So, don't buy-just wait...

@ Divya
I know they don't want to turn off people and close their shops- it was my interpretation...

@ Harsha
Thanks for the examples... yes-'what is next' is plain vanilla and non inspiring-'next is what' sounds a bit different and may grab some eyeballs..

Thanks everyone for your comments.

Pancham said...

I disagree with you guys...

i guess Samsung has simply answered Nokia by introducing its product.

Nokia uses the punch "Next", Samsung answers it by introducing its smart phone!
"Next" is What? = Ans. Omnia

Uday Reddy said...

well... for instance I am not a brand loyal person and its not my hobbie of collecting branded cameras, If I just want to buy a vedio recording cam in an other week... There may be few reasons
1. I want to purchase beacause i dont have any
2. I want to gift it to a friend on his/her b'day.
3. I already have one but want a latest one which has the best features at a reasonable price.
4. I want it before my brothers wedding next week
''next is what'' dosent make me wait for an other 6 months neither it would make me interpret the present model as an out dated one, rather it would give an impression that samsung as a brand is very keen on the updating its technology and always striving to think ahead of its competitors.

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