Samsung's latest Galaxy S7 edge ad is all about time -- how precious it is, how we always fear it's running out, and ultimately, how we don't want to waste time charging our phone battery.
The one minute spot, by Wieden & Kennedy Portland, begins a montage of situations where time is of the essence, whether it's trying to sneak through on a railroad crossing just as the barrier comes down, an action movie heroine trying to diffuse a bomb or an old rich lady trying to "buy" time. In a nice touch, half way through, we're reminded that time is really precious, "and you just spent 34 seconds of it watching this commercial."
The ad then moves to a cameo from Danny Glover, who's starring in a cheesy movie about a bomb in a salsa can in a taco truck, where his sidekick says he can't leave because his phone's still charging. The spot ends with Glover watching the movie in bed on his phone, admitting to his wife "it's not my best work." Why would we waste time charging our phone? it asks. Directed by Imperial Woodpecker's Stacy Wall, this is a slick, fun spot with a strong product message.