Taking a page from its previous ad for the Samsung Curve TV, 72andSunny has created this anticipatory campaign to introduce one of the marketer's biggest product launches in recent years, for the Samsung Galaxy S6 and Galaxy S6 Edge. The spot for the curve had used clips from famous films to convey a sense of suspense, but in this anthem ad for the "Next Is Now" campaign, quick-cut scenes show people from all walks of life getting prepared for something "big": a ballerina flexes her legs before going on stage, a young woman on a freefall ride takes a deep breath as her car inches upwards, another steels herself before diving off a cliff, a blindfolded kid winds up to hit a pinata and musician Rita Ora puts on her headphones and lifts her head to the mic. In the background, a drumbeat mimicks the rhythms of a climbing roller coaster, adding more tension to the scene until finally, Ms. Ora says, "I'm Ready."
It's then that the Galaxy S6 Edge is revealed, the music kicks in and everything falls quickly into place to celebrate the phone's arrival. "Next Is Now" is 72andSunny's first work since the agency was named to the brand's global roster. It supports one of Samsung's biggest product launches in recent history.
Read more about the Samsung Galaxy S6 launch campaign on Adage.com.