Commercial Strategy

In this Samsung commercial, we can see different ethnic groups of people such as Asian woman, little white girl and India boy. This is revealing because it shows the target consumer of the product, as well as the ultimate goal of Samsung: become a world brand accepted and consumed by all people. In addition, the commercial further strengthens this point by producing two versions of outside the train, the city bridge and the countryside, which indicates this product is suitable for both big cities and small towns.As a matter of fact, it is quite common to see a commercial with ethnic element, and here the ethnic element means use different ethnic groups of people to create a universal image of the product. Global brands have to come out with good idea for commercials base on different cultures in order to open foreign markets. Using different ethnic groups of people in a commercial is not creative but very effective idea because it can be broadcasted in different countries without changing too much.