Is Samsung threatened by Blackberry now?

Samsung has released a new advert in which it takes pot shots at Blackberry, which is soon to release its latest model Blackberry 10, while promoting Samsung Galaxy S3 and Galaxy Note 2. The new Samsung advert conceals the subject of its mockery by not naming it, but the audience gets the message clearly enough as Samsung promotes business credentials of the Galaxy Note 2 and Galaxy S3.

In the new Samsung advert, the technology giant ridicules BlackBerry’s demure image. Samsung’s latest advert shows an office team assigned a task of developing a game called ‘Unicorn Apocalypse’ on a tight deadline. The team is told they can use any smartphone they want at work. And that’s where the chaos begins. Most of the employees opt to use Samsung’s phablet, but a select few have trouble in ditching their BlackBerry device they’ve always used at work, apprehensive about Samsung phones’ security.

Samsung takes playful punches at Blackberry, without actually naming it, as one woman is seen saying she has always relied on a “system” of using a BlackBerry at work and Apple iPhone at home. When another employee suggests that she can use just a Samsung smartphone instead for all her requirements, the woman sternly says, ”Respect my system.”

The technology giant has often targetted Apple with its print and TV adverts but this is the first time that Samsung has chosen Blackberry as its rival. Blackberry is on the brink of refreshing its offerings with the release of the BlackBerry 10 operating system and launch devices, with a grand unveiling scheduled for January 30. The Blackberry App Store has also been overhauled and now trades under the name of BlackBerry World. Samsung’s new advert is a back-handed compliment to Blackberry, which has once again figured in the list of potential threats to Samsung.

Watch new Samsung ad here: