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Culture

New Samsung ad screams: iPad 2's too slow

In an ad for the Galaxy Tab, Samsung assails the iPad over its alleged tortoise-like nature.

Have you witnessed this scene before?

A little boy is with his daddy in Burger King. He is playing with his iPad. The iPad doesn't seem to be responding. So the little boy screams, somewhat ungraciously: "IT'S NOT WORKING AGAIN!!!"

While the little boy continues to behave like a brat, upsetting the other customers, there's a little boy at the next table who is reveling in the blinding speed of the Samsung Galaxy Tab.

You really haven't ever seen anything like this? Well, may I therefore present a new Samsung ad for the Galaxy Tab. It encourages you to believe that the Tab is faster and generally better for family harmony and child socialization than the iPad.

Naturally, the little brat's pad doesn't have the Apple logo. But the implication is clear: the iPad is the TortoisePad.

Mashable tells me that these ads launched in the UK yesterday.

So I imagine that the gorgeous Apple store on London's Regent Street will be an utterly deserted place today, as people finally express their relief from the tedium of getting their iPad 2 to work.

I am not aware of massive online movements that rail against the iPad's slowness, screaming for an alternative that will actually work. Indeed, most iPad 2 owners I know are merely frightfully selfish about the mesmerizing effect the machine has had upon their own sense of time and self-worth.

This Samsung ad is one in a series of three. It is the only one to directly compare itself to the iPad 2. The others trumpet the Tab's thinness and lightness. (It is, apparently, lighter than one of those cold brown things in a plastic cup with a straw you get from Starbucks.)

These ads highlight just how difficult it is for those who create ads to present alternatives to the iPad 2. Motorola's attempt at assailing Apple during the Super Bowl kissed that area between laughable and sad. Here, the ad makers are trying, mostly, to feature something potentially different and positive.

This isn't easy. Samsung has been forced to stop advertising and selling the Galaxy Tab in Australia, for example, while lawyers debate just how similar it is to the iPad 2.

Indeed, it seems as if the actors in these spots have remarkably Australian accents, so perhaps what is being denied the Aussies is now being foisted upon their forefathers.

Perhaps the place to start in the tablet market is to create something palpably different from the iPad 2. It might be easier to advertise.