Samsung makes a hilarious musical out of 'first world problems' in this Galaxy Note spot
Ad from Israel puts smartphone panic into perspective
Sep 20, 2018
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!”