Samsung’s new run of television commercials is the start of a wider effort to make the company’s products the apple of the U.S. consumer’s eye. The ads, which mock iPhone users for their obsession with Apple products, attempt to present Samsung as the smarter, cooler alternative. On a larger scale however, Samsung is hoping to create a fundamental shift in the way its products are viewed by consumers. “Especially in U.S., people are obsessed with Apple,” head of Samsung marketing Younghee Lee told AllThingsD in a recent interview. “It’s time to change people’s attention.” Lee is looking to shift consumers’ obsession to the East, and to figure out “how I can engage with consumers from the bottom of their heart, and not just be a big and functional and rational and reasonable brand.” While mocking consumers’ unhealthy love of one brand in an effort to create an obsession with another is a curious strategy, Samsung’s attempt to reinvent itself as a global smartphone leader is having a clear impact — the company reported a record holiday quarter during which it shipped an estimated 36.5 million smartphones worldwide. Three of Samsung’s recent commercials can be viewed after the break.

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Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.