Samsung's "The Next Big Thing" campaign was a highly successful and long-running marketing campaign that aimed to position Samsung's Galaxy smartphones as innovative and superior alternatives to Apple's iPhone. The campaign was notable for its humor and its direct comparison to Apple products. Here's an explanation of "The Next Big Thing" campaign:

1. Background: The campaign was launched in 2011 as a response to the iPhone's popularity and the intense competition between Samsung and Apple in the smartphone market. Samsung wanted to differentiate itself and highlight its own innovations.

2. The Commercials: The centerpiece of the campaign was a series of humorous TV commercials and digital ads. These ads often featured people waiting in line for the latest iPhone, only to be approached by individuals using Samsung Galaxy smartphones who pointed out various features that the iPhone didn't have. The tagline, "The Next Big Thing is Already Here," was prominently featured.

3. Humor and Pop Culture References: The campaign relied heavily on humor and pop culture references. It featured notable actors and comedians and used satire to playfully mock Apple's product launches and some of the perceived limitations of the iPhone.

4. Impact: "The Next Big Thing" campaign was highly effective and memorable. It resonated with consumers and helped boost Samsung's brand awareness and market share in the smartphone industry. The humorous approach stood out in the crowded advertising landscape and generated significant buzz and conversation.

5. Legacy: The campaign ran for several years and became a defining marketing strategy for Samsung's Galaxy smartphones. It contributed to the brand's image as an innovative and competitive player in the mobile phone market.

In summary, "The Next Big Thing" campaign by Samsung was a humorous and effective marketing effort that directly compared Samsung Galaxy smartphones to Apple's iPhone. It capitalized on the competitive nature of the smartphone market and resonated with consumers, helping to establish Samsung as a formidable competitor in the industry.