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.