Commercial Plot: An obvious attack on the iPhone/Mac fanatics that wait in ridiculously long line for hours, even days; awaiting the next upgrade of a device. The things they do and say as a group to keep their mind focused as they anticipate the arrival of some exciting new miracle device. It is my belief that this kind of behavior, when taken to the extreme has underlying issues that need to be addressed. The kind of marketing Apple has tapped into is creating Tribes as described by Seth Godin of Tribe Management. As much as Apple customers like to make discriminating remarks against all brands, most of them can’t take it when you give it back to them. That’s how die-hard fanatics are for any brand, it’s part of human nature.

Then another phone remarkably similar comes into view by people who are going about their day, not waiting in line; creates a tear in reality for the people in line. Though I am all about this one example of an iJerk™, the long waiting in lines and such, something about this commercial crossed some lines. Seems like in a way, its “Fighting fire with fire”? I’ll try to shorten this breakdown because it is such an obvious crafted commercial that isn’t fearfully hiding any message. In fact, both the iPhone and S2 reminds me of early Sony and HTC designs.

iJerk™ Meter: HIGH -Ridiculing another tribe of consumers; “Us vs Them” tactics.

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