Samsung makes a hilarious musical out of 'first world problems' in this Galaxy Note spot

Ad from Israel puts smartphone panic into perspective

Published On
Sep 20, 2018

Editor's Pick

Samsung is promoting the "all day" battery life of its Galaxy Note 9 in a spot from Israel that turns smartphone-induced "first world problems" into a musical. 

As a guy races through his office panicking over a charger "crisis," a white-clad piano player bursts into musical-style song about what constitutes a real "crisis." Is it missing the plane to your wedding, being in search of water in a desert, or the Nasdaq crashing? Or is it your phone running out of charge or not being able to download a file? It's cheesy, but it's memorable and made us laugh. 

The ad was produced by Omri Paz Productions (Israel) and co-produced by Great Guns. Director Tal Zagreba comments: “Hollywood’s Golden Age musicals were an important point of inspiration for the commercial. We wanted to tip our hats towards the glitzy, warm, theatrical style but put a modern, humorous twist on it. Part of the approach by the DOP, Roman Linetsky, and I was to shoot with minimal cuts, applying one long camera move to each scene. We tried to give each set a universal aesthetic and appeal as it’s an emotion most of us have felt about our phones at some point--in Israel and beyond!”

Credits

Date
Sep 20, 2018
Director:
Tal Zagreba
Starring:
Shlomi Shaban
Starring:
Gal Friedman
Starring:
Hila Ofer
Production Company:
Omri Paz Productions
Producer:
Elinor Almagor
Producer:
Ophir Sorriso Tal
Production Company:
Great Guns
Director of Photography:
Roman Linetsky
Art Director:
Netta Dror
Styling:
Noa Nozik
Choreography:
Yuval Gonen
Grip:
Golan Kwiat
Editor:
Shahar Beeri
Post Production:
Vadim Bar Zakharin
Post Production:
Omer Ariely
Post Production:
Tal Porat
Post Production:
Amir Steiner
Post Production:
Gal Primack Najari
Musical Production:
Knob Music Studio
Sound Design:
Sidney T. Stakkato
Chief Creative Officer:
Ami Alush
Chief Account Officer:
Idit Zukerman
Chief Strategy Officer:
Shai Nissenboim
Strategic Planner:
Liz Stull
Art Director:
Meital Miller
Copywriter:
Oren Ben Naim
Copywriter:
Elad Gaizler
Copywriter:
Tal Menkes
Agency Producer:
Menny Zarhia
Account Supervisor:
Sapir Aharoni
Account Executive:
Nofar Zinger
Social Account Manager:
Lio Schafferman
Traffic Manager:
Maya Varochik
Marcom Director:
Eva Hasson
Graphic Designer:
Oren Bar

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Project Type