So here we go again with another brand caught lying. Or so it would seem. Samsung debuted a new video at CTIA Wireless touting its new 10.1″ Galaxy Tab. The video includes “true life stories of Galaxy Tab users.” But just how true can these stories be if they are delivered by actors. That’s what Technologizer’s Harry McCracken discovered when he viewed the video and did a little research about the “real” people in the video who shared their “true life stories.”
McCracken discovered two of the supposedly real Galaxy Tab users are actors. In the video, Joan Hess is passed off as being a freelance travel writer. In reality, she’s a New York-based actress. CEO Joseph Kolinski is actually New York actor Joseph Kolinski. A third character in the video, Karl Shefelman, plays the role of a filmmaker. In real life, Shefelman is, indeed, a filmmaker who – surprise, surprise – has done work for Samsung.
Apart from the “true life stories” as shared by people purported to be “real,” other anomalies have been discovered within the video such as the misspelling of Kolinski’s name (as Korinski) in a fake magazine interview. And the interview itself isn’t even an interview. The interview text is said to have been lifted from a Galaxy Tab review (written by McCracken, himself, for Time) which included a line that described the Galaxy Tab as being “no where near as polished and complete” as the original iPad.
Summing up the oddity of the entire fiasco, McCracken wrote, “I’m amused by this twist [the fake interview McCracken wrote]. But now I’m more befuddled then ever. Let’s see: Neither Joseph Kolinski nor Joseph Korinski is a real leading New York real-estate tycoon. But Joseph Kolinski is a real successful New York actor. And while the words in his magazine-interview text aren’t his own, they are real. It’s just that they’re mine…”
Now to be clear, there’s nothing wrong with a brand using actors in their marketing. This, as we know, is done all the time. But it’s entirely different to use actors and pass them off as being genuine true life stories from real users of the brand. And it seems Samsung went out of its way to go the fake route. Was the brand unable to find a single person who actually liked the Galaxy Tab? Did they even try? Or did they just say, “Screw it. No one will know the difference.”?
Not to whip out the buzzword of the day here but has Samsung heard about the concept of transparency? It would appear they haven’t. It would also appear the brand hasn’t heard of Google either. McCracken says it took him six minutes on Google to make these discoveries. Six minutes.
Here’s a tip, Samsung. If you’re going to lie, the least you could do is not use the actor’s real names which, as McCracken proved, made it very easy to discover the real truth about your lie. Better yet, just find people who actually use your product. Seriously. It’s not that difficult.
There you have it, people. Horrific marketing faux paux? Or tempest in a teacup? You decide.
Personally, we thought his crap ended long ago with Wal-Marting Across America and its ilk. Wake up, Samsung.
