It can be frightening to switch phones, particularly if they exert a Medusa-like allure that turns innocent summer-camping teens into hypnotized zombies.
Speaking of which, Samsung partnered with agency Wieden+Kennedy Amsterdam to produce a two-minute horror-style commercial highlighting the Samsung Galaxy Z Flip4. The spot was directed by Matias & Mathias, who have also helmed commercials for Irish Spring and Old Spice.
The spot starts with five friends at a summer camp sitting by a lake, gossiping about Samsung's newest flip phone. Rumor has it the Samsung Galaxy Z Flip4 has alluring powers—if you look at it just once, you will get "stuck inside your mind," and the only way to stop it is to switch to the Galaxy Z Flip4.
Never intending to switch phones, the five friends frantically try to escape the camp without taking a glimpse at the phone—which seems practically impossible because almost everyone owns it at the camp. Inevitably unable to resist, the friends fall victim to the phone's magical powers and join the flip side.
“In all our work with Samsung, we always want to make our audience feel seen, first and foremost,” Edouard Olhagaray and Ramona Todoca, creative directors at W+K Amsterdam, said in a statement. “People think they’d never ditch their current phone, but it’s not out of love. It’s just habit. Or, for most of us, it’s the fear of switching. It was really fun to dramatize that insight through a horror movie parody. The truth is there’s nothing to be afraid of.”
The campaign, themed “Join the Flip Side,” began with a first spot last September in which a woman was similarly enthralled by the device—and began seeing other objects “flipping” open in her daily life.
In addition to the 120-second longform, the new spot will have 60-, 30- and 15-second edits that will air worldwide.