Samsung’s “Next Big Thing” ads drove Apple’s Phil Schiller crazy

We’re sure some of you guys might recall that a while back, Samsung put out a series of ads that basically targeted iPhone users and Apple. It was part of Samsung’s “Next Big Thing” marketing campaign and made fun of iPhone users who were lining up outside the Apple store to get their hands on the new iPhone. Apple has never really been the type to respond with witty and humorous ads of their own, so it was unclear as to whether or not Samsung’s marketing tactics worked.

Samsung’s “Next Big Thing” advertising campaign, which frequently cracked fun at people standing in line outside of Apple stores for product launches, drove Apple’s marketing chief Phil Schiller crazy. That’s according to Samsung, which is in the process of drawing out volumes of internal Apple documents as part of its lawsuit with the company that kicked off this week in a California court. “We will show you internal Apple documents, documents that haven’t been made public before, and showed how Apple was really concerned about competition from Android, and in particular Samsung,” John Quinn of law firm Quinn Emanuel Urquhart & Sullivan, which is representing Samsung in the trial, told an eight-person jury. “This new, edgy marketing strategy … it drove Apple crazy.”