Samsung’s Futuristic Ads: A Glimpse into the Past and Future
In 1988, Samsung launched an advertising campaign that playfully imagined the future of technology and society. These ads, published in Smithsonian magazine, used humor to position Samsung’s home electronics as the products of the future.
Robot Vanna White and the Longevity of ‘Wheel of Fortune’
One of the most striking ads depicted a robot version of Vanna White, the iconic hostess of the game show “Wheel of Fortune.” The ad claimed that the show would still be running in 2012, making it the longest-running game show in history. Samsung asserted that they would be the ones providing the VCRs to record this futuristic version of “Wheel of Fortune.”
Trash Talk and Presidential Ambitions
Another ad featured Morton Downey, Jr., a controversial shock jock, as a presidential candidate in the year 2008. The ad humorously suggested that Samsung would be making the televisions on which Americans would watch Downey’s speeches if he were elected.
Steak as Health Food: A Prescient Prediction
A third ad made the bold claim that steak would be considered healthy food by 2010. This prediction proved to be remarkably prescient, as high-protein diets like the Atkins Diet and the Paleo Diet gained popularity in the following decades. Samsung positioned itself as the manufacturer of the microwaves that would be used to cook these 21st-century steaks.
Vanna White’s Legal Victory
Interestingly, the robot Vanna White ad became the subject of a legal battle. Vanna White sued Samsung, arguing that the company was using her likeness for promotional purposes without her consent. Even though the ad depicted a robot, White claimed that Samsung was capitalizing on her identity. The case, known as White v. Samsung Electronics America, ultimately ruled in White’s favor, establishing her right to control her persona under the Lanham Trademark Act and California common law.
Samsung’s Forward-Thinking Vision
Samsung’s 1988 ad campaign demonstrated the company’s ability to think creatively and imagine the future of technology. The ads used humor and clever predictions to position Samsung as a forward-thinking brand that would continue to innovate and meet the needs of consumers in the years to come.
A Legacy of Innovation
Today, Samsung remains one of the world’s leading technology companies, known for its cutting-edge smartphones, televisions, and home appliances. The company’s 1988 ad campaign serves as a reminder of its long-standing commitment to innovation and its ability to anticipate the future trends that will shape our lives.