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.