Samsung’s Unpacked event this week unveiled new smartphones and accessories designed to take on Apple’s mobile ecosystem. No room for the close-minded here. A two-minute cinematic spot from Wieden+Kennedy Amsterdam serves as a product showcase and drives home a new brand philosophy: "I’m Open to That."
Unfolding like a musical number in a Broadway show (or one of Samsung’s new foldable phones), the spot dives headfirst into the weird with a man in a grizzly bear suit. Strumming an old tree branch, he kicks off a medley chock full of plushie animals, living memes and tiny worlds seemingly ripped straight from the mind of Antoine de Saint-Exupéry.
He morphs into a zombie, and then a woman, before continuing the song-and-dance routine, across what appears to be the world's biggest soundstage.
The lyrics serve as sidelong references to the tech capabilities. Open, like an unfolded screen, not open, like a phone without privacy controls, you see? A few product shots do get squeezed into the quick cuts (this debuted at a launch event, remember?) before the big finale—a chorus line followed by a slow fall through space.