Samsung garlands the Oscars with slightly B-list stars

Technically Incorrect: During the Oscars, Samsung runs an ad featuring celebrities like William H. Macy and NBA coach Doc Rivers -- not exactly an array of the most well-known personalities.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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LA Clippers coach Doc Rivers would rather talk about basketball than phones.

Samsung/YouTube screenshot by Chris Matyszczyk/CNET

Please don't worry. Samsung has solved all your problems. At least it hopes it has.

After a slightly fallow period in which its phones haven't excited, the Korean electronics giant unveiled the Galaxy S7 and the S7 Edge earlier this month.

Samsung hopes that you will suddenly feel as if all your cares have been lifted from your furrowed brow. And pocket.

In a new ad that aired during the Oscars on Sunday night, Samsung shows a number of people who plead for their phones to be better than they are.

Particular sympathy might go to the man with the tight fashionable pants who just can't slip his phone where he'd like to.

And then there are the famous people with problems: Wesley Snipes, Lil Wayne and William H. Macy. Yes, even stars suffer.

Suddenly, behold LA Clippers coach Doc Rivers. He seems not to care about phones at all. Another subject is on his mind, but here he is in the middle of this ad. (Wait, did he get the approval of the team's owner, former Microsoft CEO Steve Ballmer, to appear here?)

Of course, A-list (to Samsung) product features such as battery life and water resistance are strewn throughout the ad.

It's hard, though, not to mutter that too many of these celebrities are slightly of the B variety. It used to be that Samsung created selfies with the biggest stars in the world at the Oscars.

Here, though, we have the likes of NBA player James Harden of the Houston Rockets, who's hardly proved himself a perennial winner. (Disclosure: I'm a Golden State Warriors fan.)

It's peculiar, indeed, that Apple has increasingly embraced A-listers in so much of what it does -- everyone from Selena Gomez to Jamie Foxx to Stephen Curry. Why, after a troubling beginning, Apple is now intimately associated with the biggest of them all: Taylor Swift.

Perhaps Samsung is embracing a certain underdog nature. Just as, once upon a time, Cupertino did.

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