Throughout the advertisement for the Samsung Smart TV, there is a focus on contrasting light and dark. Within the train itself there do not seem to be many, if any, sources of light except for the screens of the TVs. This makes the TVs out to be the sole sources of light for everyone on the train, demonstrated especially when a little girl does her homework by the light of one of the TVs. Connected to the TVs as the source of light, is the fact that there is minimal color within the train as well. The TVs are also what primarily color the advertisement.
The point of focusing on all this light is to paint a picture of the Samsung Smart TV as a source of knowledge, interaction and even happiness. There are no points at which anyone on the train looks particularly displeased, which is further stressed when every facial close-up is of a person smiling. Samsung is attempting to equate the use of their new interactive television with happiness. The darkness is not necessarily unhappiness though, as those in the dark do not look unhappy, but merely bored.
The idea then is that Samsung is not suggesting that other TVs are bad, but boring. This would be a cardinal sin then for TVs considering their sole purpose is that of entertainment. The overall demonstration is that with the new innovations these Smart TVs create, other TVs simply seem boring. Samsung is effectively conveying that this new Smart TV is a must have product which is the key to successful advertisement.
I like the point you made about Samsung using the commercial to make other television companies appear boring, I never thought of it that way. In the commercial it did seem as though the Smart TV had innovations that were far more advanced than those that other companies produce. I also agree with you on the statement made in the second paragraph. I did not think to look at darkness representing boredom.
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