One of the key factors in ensuring success with a marketing campaign is to target the audience in the right way.
And Samsung seems to have created a storm with its latest ad, Evolutionary Husband, with many claiming it is sexist.
The campaign, designed to market the new Evolution kit for TVs, features a loutish, lazy slob of a husband eating pizza, burping, and generally being a mess.
His wife walks into the living room, and having initially plugged the Evolution kit into her Samsung TV, decides to attach it to her husband. The upgrade is immediate, and the viewer sees the husband multi-tasking in the kitchen, looking after the baby, playing the flute, blow drying his wife’s hair and so on.
The ad seems to have backfired in a big way in the US with commentators on forums slamming it for portraying men to be lazy louts.
As an example, here are a couple of comments from Youtube viewers:
“If you’re a man, you should be horribly offended at presenting men as losers that need women to fix them. You’re a feminist sheep!”
“I have 6 sons. So hopefully Samsung will understand why any product they make is now permanently off my purchase consideration list.”
Other than upgrading men to be the perfect house-husband, the Evolution kit also upgrades any Samsung TV to enable smart TV features. These include greater interaction, hardware enhancements and faster web browsing.
What are you thoughts? Is it sexist?
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