Think Different campaign creator thinks Apple is falling behind because Apple stayed with its product-based ads while Samsung invested their time and money into people ads. Using people ads according to Segall and it created more of a buzz for Samsung over the time. Seagall once said Apple did a bad job trying the same tactic as Samsung but it failed because the ads made people seem stupid. Samsung has made remarkable inroads in a very short time, for two big reasons. First, it is spending a fortune to run its ads … more than Apple, more than HP and Dell, and even more than Coca-Cola … [Second] Samsung’s message has proven to be tremendously potent. The company continues to bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve.”