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The genius of Samsung ads: Even the most gimmicky features look like must-haves


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Samsung Galaxy S4 Advertising
One of the big criticisms leveled at Samsung after its admittedly ridiculous Galaxy S4 launch in March was that its new device didn't contain anything groundbreaking, only a series of "gimmicks" that consumers wouldn't really care about, such as its  Air View feature that lets you interact with your phone just by hovering your finger over it or its Smart Pause eye-tracking technology that automatically pauses videos whenever you look away from your device. My immediate reaction was different from those of the critics, however, since I thought the new features only looked like gimmicks because Samsung's crack marketing team hadn't yet figured out a way to promote them.


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