Samsung Celebrates Millennial Sharing Culture in Galaxy A Spot

Light-hearted Campaign by R/GA Asks 'Why?'

Published On
Jan 03, 2016

Editor's Pick

In a spot promoting its Galaxy A series, Samsung takes a light-hearted look at the sharing culture of millennials, with a young female voiceover asking "why?" that generation does the things that they do: Instagramming meals and workouts, sharing moments that should strictly have stayed personal (like lying injured in a hospital bed) on social media, laughing at stupid animal videos, watching unboxing films on YouTube, indeed using phones for "anything but talking." It's not a criticism, as it turns out -- it's just "what we do."

Tool's John X Carey directed the spot, for creative agency R/GA. It will be accompanied by a print campaign.


Jan 03, 2016
Brand :
Client :
Agency :
Director :
John X Carey
Production Company :
Director :
Sonia Chang
Senior Manager :
Yeji Kim
Brand Manager :
Bokyung Chang
Assistant Manager :
Woongki Kim
Associate Producer :
Yoonkyung Choi
Executive Creative Director :
Jay Zasa
Creative Director :
Martin Insua
Creative Director :
Ezequiel Soules
Director Film Production :
Kat Friis
Film Producer :
Michael Glennon
Executive Producer :
Lisa Greenleaf
Senior Vice President, Managing Director :
Robin Forbes
Account Director :
Elizabeth Bourke
Group Planning Lead :
Dennis Claus
Creative Planner :
Allie Walker
Business Affairs Director :
Stephen Bernstein
Manager of Business Affairs :
Mister Brumfield
Cinematographer :
Matthias Koenigswieser
Line Producer :
Leslie Owen
Post Production :
Cut + Run
Editor :
Gary Knight
Audio Post :
Mister Bronx
Engineer :
David Wolfe

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