Samsung plays the cute card in this spot promoting its Space Max Fridge.
Created out of Cheil's Ukraine office, it revolves around a little boy who is waiting for his dad to return from a polar expedition. Together with his mom, he makes a series of origami polar animals in readiness for his father's homecoming. The ad, which features the strapline "more space than you can imagine," concludes with the father opening the family fridge to find an arctic wonderland and a "welcome home" message inside.
Max Ksjonda of DGTL RLGN directed the spot, which aims to show off the roominess of the Samsung appliance. The ad is based on the insight that many people in the Ukraine have to be smart with storage due to kitchen size: Samsung's Space Max is designed to fit a normal refrigerator space, but can store more goods due to thinner walls and increased inner capacity.
Vladyslava Denys, creative director, Cheil Worldwide Ukraine, said in a statement: "Samsung's technology is designed to break barriers to make people's lives better. In this film we have continued developing the approach of emotional storytelling for Samsung in the home appliance category. People love stories. We wanted not only to tell the technology story but to do it in a way that touches people's hearts, too."