Agency: Leo Burnett Worldwide, Chicago
Setting a dark laptop against the black void of deep space doesn't create much visual contrast. But the silver edges do suggest an extremely thin product—the unique selling proposition of the new Samsung Series 9 laptop. As the spritely snippet of copy notes: “At just 0.58 inch thin, you'll rethink size. With a 9.1 second reboot time, you'll rethink speed. And with its head-turning design, you may just rethink your loyalties.” Those loyalties, we suspect, refer to Apple and its popular MacBooks, which we also suspect are the focus of the headline: “It's amazing how thin a laptop can get when you remove all the pretense.” The Chasers always love a good marketing catfight, but we'd suggest that Samsung lighten up a bit. Rating: 2.5 stars
