Is Samsung UK’s #thatsucks campaign worth the risky hashtag?

Samsung UK is jumping on the real-time marketing trend with a smart but risky play on words to promote its new vacuum cleaner. With a hashtag that seemingly screams to be hijacked by Twitter trolls, @SamsungUK is posting a series of timely jokes and short videos under the hashtag #thatsucks. But as many who’ve come before them have learned, being funny and topical is a difficult art to master.

Samsung’s Twitter targets range from TV shows and news events to the more humdrum problems we face everyday. But not every gag will get you a laugh. Some of the tweets suggest it’s trying a bit too hard.