To promote the "straight" and "curved" versions of its Galaxy S6 phones, Samsung employs "The Late, Late Show" host James Corden to play both himself and his hipster alter-ego in this online spot. The ad, by Cheil U.K., sees Corden trying to present the ad but being constantly interrupted by his bearded director "Wilf," who demands Guatemalan coffee and orders that the ad be "beautiful and organic," rather than simplying informing us about the battery and camera.
As in his recent spoof underwear ad with David Beckham, Corden, (who has also appeared in viral videos for the likes of Cadbury), is hugely entertaining. Matt Pye, chief operating officer at Cheil U.K., commented in a statement that the star is "real hot property right now, following his star turn as the host of "The Late Late Show" in the US. He's king of the latest viral videos, and it made perfect sense to use his unique comedy gifts."