A phone falls for a human in Samsung's unlikely holiday ad
Spot by Wieden + Kennedy set to the Backstreet Boys turns the tables on sci-fi love
Editor's Pick
Samsung Galaxy's holiday ad turns a popular modern love story theme on its head. Instead of a person falling in love with a computer, robot or digital assistant, it turns the tables and has the phone falling in love with the human.
The brand's new spot by Wieden + Kennedy Amsterdam is set to the Backstreet Boys song "I Want It That Way" and starts with a girl looking through the window of a Samsung store at a lavender Z Flip3 Galaxy phone. The phone registers her face and seems to fall in love—as she walks away, it starts to play a heartbreak playlist called "She's gone."
An array of other Samsung devices in the store join in, lighting up with hearts and images of the girl (and showing off the brand's range of gadgets) until someone walks in the showroom door and they switch themselves off. But, there's a happy ending when the human (now with a lavender tinge to her hair) comes to claim her phone. It ends with the words "You are the gift."
This may seem like an unlikely scenario, but according to the brand, the spot is meant to reflect the fact that "while tech is amazing, Samsung knows its devices are nothing without the dreams, talents, creativity and inspiration of those who use it," according to a brand statement.
The spot will run in the U.S., U.K., France, Germany, Italy, Netherlands, Spain, Russia and Australia. The 60-second online film is also running as a 30-second TVC spot, and there are four 15-second online films that showcase other Galaxy’s devices and their connectivity.
Credits
- Date
- Nov 18, 2021
- Client :
- Samsung Galaxy
- Agency :
- Wieden + Kennedy Amsterdam
- VP Head of Group :
- Matthew Leem
- Principal Professional :
- Minie Choi
- Senior Professional :
- Lizzie
- Senior Professional :
- Jenna An
- Senior Professional :
- Alan
- Principal Professional :
- Jessie Song
- Senior Professional :
- Jibum Kim
- Senior Professional :
- Raky Kim
- Managing Director & Ep :
- Blake Harrop
- Executive Creative Director :
- Eric Quennoy
- Executive Creative Director :
- Mark Bernath
- Creative Director :
- Edouard Olhagaray
- Creative Director :
- Hannah Smit
- Copywriter :
- Dasha Ovechkina
- Art Director :
- Riccardo Rachello
- Head of Broadcast Production :
- Joe Togneri
- Executive Producer :
- Jaime Tan
- Head of Planning :
- Martin Weigel
- Planning Director :
- Thom Dinsdale
- Head of Comms & Digital Strategy :
- Elsa Stahura
- Strategy & Comms Director :
- Elsa Stahura
- Group Account Director :
- David Newsome
- Group Account Director :
- Eleanor Thodey
- Account Director :
- Mychel Peoples
- Account Director :
- Nick Pirtle
- Account Manager :
- Robyn Ransmeier
- Studio Director :
- Lizzie Murray
- Designer :
- Lucille Fenouil
- Designer :
- Yaleesa Waëlauruw
- Animator :
- Lewis Beedham
- Animator :
- Justin Magness
- Business Affairs :
- Akvilina Jaskunaite
- Production Company :
- MJZ
- Director :
- Matthijs Van Heijningen
- Director of Photography :
- Joost Van Gelder
- Director :
- Donald Taylor
- Director of Photography :
- Joost Van Gelder
- Producer :
- Donald Taylor
- Executive Producer :
- Dickie Jeffares
- Managing Director :
- Helen Kenny
- Editing Company :
- Work Editorial
- Editor :
- Jono Griffith
- Assistant Editor :
- Rebecca Quinn
- Audio Post :
- Grand Central Studios
- Sound Designer/Mixer :
- Raja Sehgal
- Artist :
- Backstreet Boys
- Title :
- I Want It That Way
- Music Company :
- Jive Records
- Post Production :
- Electric Theatre Collective
- VFX Supervisor :
- David Filipe
- 2D Artist :
- Hani AlYousif
- 2D Artist :
- Toby Aldridge
- 2D Artist :
- James Belch
- 2D Artist :
- Adam Woolrich
- 2D Artist :
- Chris Fraser
- 2D Artist :
- Julie Cruette
- 2D Artist :
- Sarah Breakwell
- 2D Animation :
- Thomas Knowler
- 2D Animation :
- Isaac Holland
- AFX :
- Doug McGinness
- DMP :
- Carl Edlund
- CG Lead :
- Greg McKneally
- CG Lead :
- Patrick Krafft
- CG Artist :
- Andras Omos
- CG Artist :
- Martin Kamminga
- CG Artist :
- Ogi Vukovic
- CG Artist :
- Cesar Eiji Nunes
- Colorist :
- Jason Wallis
- Color Assist :
- Janak Griffin-Rai
- Producer :
- Marie O'Brien
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