Published On: Thu, Aug 24th, 2017

Samsung attempted to spin a Note 7 disaster into bullion during the Note 8 event


From time to time, Samsung strikes promotion compensate dirt. Earlier this year, a association had a flattering good mark when it stranded a Gear VR on an ostrich’s head. But it’s a tough gig — quite when you’re traffic with a Note 8. While it’s constant a association hasn’t had a formidable time bouncing behind financially, a small discuss of a product formula in a torrent of bad jokes — only check a criticism territory on any post we’ve created about it over a past year.

The initial ad to residence a emanate did so indirectly. In a mark that debuted during Mobile World Congress in February, a association pushed to make a eight-point battery reserve check sexy. Lots of cinematically illuminated shots were set to a pulsating despondency tones of a O’Jays’ mid-70s Philly Soul classic, “Give The People What They Want.” They only wish what we all do — phones that don’t blow up.

A integrate of spots that debuted during this week’s Note 8 betray struck a likewise peculiar tone. The company, understandably, is sleepy of a reparation tours. Instead, a pieces concentration on Note owners who are bummed that Samsung took their phones divided from them. It starts with vehement users rattling off cold features, and afterwards there’s a tonal shift.

A male sitting in a automobile addresses a camera, “What can we say, y’all? Sad day,” like he’s deliberating a genocide of a desired one. A voice-over states, “Rest in assent Galaxy Note 7,” followed by a barrage of text, with phrases like “forgive and forget” and “write this off and concentration on a Note 8.”

This was how Samsung kicked off this week’s event. The association had already exorcised a apologies from a complement in prior press events, so this time, there was hardly a discuss of a remember and positively no contention of what led to it. Instead, a concentration was on constant users who weren’t so most unhappy in a association for a bursting batteries it took dual recalls to extinguish as they were in a fact that they had to obey their phones.

If zero else, it’s a pile-up march in how to spin one of a largest consumer wiring PR disasters in new memory. Whoever pieced together those clips could learn a master category to a White House’s revolving doorway of communications directors. But it eventually felt a bit crass. Samsung had a ideal event to tighten a book on a Note 7 saga, though instead a association used a shortcomings as a approach of compelling how unflinchingly constant a patron bottom is in a arise of a flattering large fuck up.

It was a good event to spend time deliberating a new battery reserve check it launched with a S8 and prominence some new features, including slip by UL. Samsung has put a lot of bid into removing a battery emanate right this time around, and yesterday’s press discussion would have been a good place to showcase it. Instead, a Note 8’s battery got a few seconds of theatre time as a association raced to clap out specs while a press discussion drew to a close.

Samsung could have been some-more pure about a processes and improved addressed how it skeleton to equivocate these issues relocating forward. Because subsequent time (if, God forbid, there is one), not even a diehards will be that forgiving.

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