It doesn’t take a genius to realize how awful Samsung’s new ads are

When it comes to commercials, Samsung is a company of extremes. It set the standard for sharp and witty satire with its iPhone line ads, but it also dredged the depths of atrocity with some of its Galaxy Gear promos. Today’s series of “It doesn’t take a genius” ads falls firmly in the latter category. Reacting to Apple’s announcements of new larger iPhones and the Apple Watch, Samsung’s series of videos mocks the very idea of smartwatches and the lack of innovation in just moving to a bigger screen — in spite of Samsung itself unveiling the big-screen Galaxy Note 4 and wrist-worn Gear S just a week earlier at IFA. So who’s supposed to be the butt of the joke?

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