Samsung Galaxy is back with another outing for its "Awesome is for Everyone" campaign by Wieden + Kennedy Amsterdam, which began as an earworm spot in 2019 and went on to target Gen Z with trippy content from creators in 2020.
This time the campaign includes a three minute mini-film in which a teen and his father take a trip on the family sofa to explore each "awesome" aspect of the Galaxy. As they progress through unexpected encounters and overcome the many perils on their way, they also get closer to each other. The spot is an ode to classic comedy adventure films, says the agency, whilst also making the point that parents don’t always understand the potential their kids can achieve with the right device in hand.
The wider campaign includes a TV commercial and several15-second spots relating to each of the key features across the device range. Nine short films were also made specifically for TikTok, promoting Galaxy A features.
“These films pay homage to the boundless creativity showcased by a generation of young creators around the world," said Ed Olhagaray and Ramona Tadoca, creative directors at Wieden + Kennedy Amsterdam, in a statement. "For them, powerful, durable, affordable—awesome—devices are a need, not just a want.”
The work is rolling out globally, with key markets in Europe, the Middle East, Latin America and South East and South West Asia.