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!”