From Samsung’s Hanh Phuc Don Gian (Happiness is Simple or A Simple Happiness, I’m not sure) microsite: http://www.samsung.com/vn/cuocsongmoi/hanhphucdongian.html#/SanPham
It’s really common to see in TV commercials and advertisements home situations that simply don’t exist in Vietnam. I don’t mean don’t exist for most people, I mean exist, period.
The image about is a scene of a typical American (not sure what they do in Europe) home in a Vietnamese advertisement. A big home, yeah, nonetheless, it’s reasonable to me as an American.
Wealthy Vietnamese, though, live in Penthouses and Villas. So maybe this is a Villa, but Villas don’t have big yards (look at the left).
I always wonder why they use American homes and not something more close to what a Vietnamese person could relate to. One reason could be is to associate the brand with this luxury dream. But I think it’s too far fetched because this is too much of a departure. No one in Vietnam has seen this type of home, let alone lived in one. To me, it’s like an American commercial advertising products for a people living at a home built on the Moon. I can’t really connect with it – I guess it’s great, I understand that’s something I could dream about, but it’s too far from reality for me.
Also, the tagline, Happiness is Simple, seems quite distorted compared to what the image says. If someone showed this to me with a house from the Hamptons or the Moon, I’d say, not so simple. I could never have this. Happiness means to be insanely rich, which means impossible.
As far as I’m concerned it’s not real. I don’t know, but is that something Samsung really wants connected to the brand?
Related posts:
« Social Media in Vietnam, the Reality The Peak of Journalism »
I’m sorry but that is just terrible graphic design as well. Awful all around. This is why you need to have some kick-ass people with some cajones on your team to tell you, hey, this project sucks and here’s why…. Blah.
Unfortunately, I think this is where my perception of how social media/online advertising is viewed here applies as well (http://www.ispithotfire.com/2010/08/20/social-media-in-vietnam-the-reality/)