An Instagram alien and surfing cat star in Samsung's frenetic Galaxy ad highlighting its 'awesome' screen and camera

Ads by W+K Amsterdam once again squarely target Gen Z

Published On
Oct 06, 2020

Editor's Pick

Samsung is squarely targeting Gen Z again in a campaign for its Galaxy A phone that packs in a load of trippy content from creators around the world.

In a follow-up to last December's earworm spot with the chorus "Awesome screen, awesome camera, long-lasting battery life," agency Wieden + Kennedy Amsterdam is back with a new ad titled "Awesome is for everyone."

Like the previous effort, the hero film is a fast-paced ride through a blend of live action, animation and memes (featuring the likes of paparazzi aliens, surfing cats and game characters playing baseball with meteorites). But this time, it highlights exactly what you can do with your "awesome" screen and camera.

Additionally to the hero film, Samsung will also debut seven 15-second films that highlight the phone's main features (screen, camera, battery, toughness, storage, security, performance power). The campaign was made in collaboration with real content creators including Lil Mayo (the Instagram alien), Let It Happen (dance group), Big Heath (musician), Audrey Nuna (musician), John YuYi (visual artist), Pablo Rochat (media artist), Neko Chan (content creator) and Steven Pascua (dancer and creator).

The spot was directed by Raine Allen-Miller at Somesuch, with the footage all shot remotely and on Galaxy A phones.





Oct 06, 2020
Client :
Agency :
Wieden & Kennedy-Amsterdam
EVP Global Head of Brand Marketing :
Pio Schunker
Vice president Global Brand Marketing :
Matthew Leem
Brand Director :
Jessie Song
Sr Brand Manager :
Robin Park
Sr Brand Manager :
Emily Choi
Sr Brand Manager :
MJ Kim
Brand Manager :
Soyoung Jang
Managing Director :
Blake Harrop
Executive Creative Director :
Eric Quennoy
Executive Creative Director :
Mark Bernath
Creative Director :
Daniel Schaefer
Creative Director :
Szymon Rose
Art Director :
Mariano Garcia Cruz
Copywriter :
Daria Ovechkina
Copywriter :
Chris Taylor
Head of Broadcast Production :
Joe Togneri
Executive Producer :
Jaime Tan
Executive Producer :
Endy Hedman
Broadcast Producer :
Khalid el Khouani
Group Account Director :
David Newsome
Account Director :
Nick Pirtle
Account Manager :
Mariia Shatikhina
Account Manager :
Thomas Missault
Account Executive :
Bliss Zhawi
Head of Planning :
Martin Weigel
Planning Director :
Thomas Dinsdale
Head of Comms & Digital Strategy :
Freddie Young
Comms Planning Director :
Elsa Stahura
Studio Director :
Lizzie Murray
Motion Lead :
Gustav von Platen
Motion Artist :
Hashmukh Kerai
Motion Artist :
Laura Calvo
Motion Artist :
Justin Magness
Motion Artist :
Stelios Nikolaou
Motion Artist :
Laen Sanches
Motion Artist :
Ola Tandstad
Designer :
Lucille Fenouil
Designer :
Lewis Beedham
Designer :
Noa Redero
Designer :
Malia Killings
Project Manager :
Katie Finn Cleary
Business Affairs Manager :
Marie Hernandez
Production Company :
Director :
Raine Allen-Miller
Director of Photography :
Olan Collardy
Producer :
James Waters
Executive Producer :
Tash Tan
Editing Company :
Will Judge Editing
Editor :
Will Judge
Audio Post :
Wave Studios
Sound Designer/Mixer :
Alex Nicholls-Lee
Artist / Title :
Artist / Title :
Philip Kay - “Another awesome song Long Form”
Mixing Engineer :
Randall W. Macdonald
Music Company :
Wave Studios
Music Company :
Sixty Four Music
Music Company :
Music Company :
Pitch & Sync
Artist / Title :
Weyland Mckenzie & AyChibs - "Screen"
Artist / Title :
Hamb Sun - "Camera"
Artist / Title :
Kenny Pahina - “Toughness”
Artist / Title :
CJ Mirra & nineteen90 Studio - "Performance Power"
Artist / Title :
Dj Hyperlink - “Battery”
Artist / Title :
hirihiri - “Security”
Artist / Title :
Turreekk ft. Mandy Ventrice - "Storage"
Post Production :
VFX Supervisor / Lead Flame :
Ricky Weissman
3D Supervisor :
Andy Steele
VFX Team :
Michael Aveling
VFX Team :
Han-ter Park
VFX Team :
Silvia Bartoli
VFX Team :
Arnau Gilbert
VFX Team :
Amar Chundavadra
VFX Team :
Somesh Tiwari
VFX Team :
Sandeep Grove
VFX Team :
Ria Banerjee
Producer :
Thomas Cole
Line Producer :
Salil Thapa
Color :
Company 3
Senior Colorist :
Stefan Sonnenfeld
Senior Producer :
Gabriel Wakeman
Executive Producer :
Ashley McKim

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