In Samsung Mobile's holiday spot, the concierge of an apartment block does his best to make the holidays happy for a diverse range of residents celebrating Diwali, Hanukkah, Christmas and Chinese New Year.
The spot, by Adam&Eve/DDB, is sound-tracked by Ella Fitzgerald's "Give a Little, Get a Little", and shows him thoughtfully preparing for the four different celebrations with special decorations and events in the lobby of the block. Finally, thanks to an observant young boy who notices his out-of-date cellphone, the residents finally show their gratitude by presenting the concierge a gift -- a brand new Samsung mobile. Gary Freedman at Independent directed the spot.
The ad is running in global markets. Media, handled by Starcom, has been built around the four holidays celebrated by the residents in the ad, and will have bespoke content going live around each event.