Samsung dissolves language barriers among new friends in Galaxy AI ad

Cell phones don’t have to be isolating. Instead, they are a tool for making new connections in a new spot from Samsung Global for its Galaxy AI feature. Created by BBH USA, “The Next Big Thing is You” follows a Gen Zer whose dad pushes him to get out of their new house to meet people. The teen hops on his skateboard, stopping along the way to ask different groups of teens to join their activities, such as basketball, soccer and cricket. When language differences pose a barrier, the young man uses his Galaxy AI interpreter to translate and joins in on the fun. The spot, which debuted on July 10, is set to a rendition of A Tribe Called Quest’s “Can I Kick It?” The line represents the core phrase the teen asks his newfound friends, who speak different languages, throughout the spot. “The Next Big Thing is You” premiered during Samsung’s Unpacked event, at the Louvre in Paris, kicking off a global media buy that includes six months on broadcast and OTT TV and a year of digital, B2B and cinema ads. The campaign comes as a study from GWI Global found that over half of millennials and Gen Zers like to travel and explore the world, with around two-thirds of both generations describing themselves as open-minded and interested in other cultures. However, 81% of them said they find that having to speak a different language holds them back from meeting new people and visiting new places.

Samsung dissolves language barriers among new friends in Galaxy AI ad

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