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.