Samsung’s very first Super Bowl ad is a 90-second epic that spans mocking (again) those lines of Apple fans awaiting new releases and a ridiculous street carnival of a performance by The Darkness frontman Justin Hawkins that sets the Apple flock free. It opens with a nice nod to its Super Bowl Sunday audience: “I can’t believe,” says one Apple afficionado trapped in a line, “I’m missing the game for this.” It ends with, well, just about everything.
Extra points for a cameo by the Chicago Bears' Brian Urlacher and that one lone iPhone holdout at the end (who notes the main Super Bowl strategem at play here).
Samsung and 72andSunny, part of MDC Partners, would be back for Super Bowl XLVII in 2013 ("The Big Pitch").
Executive creative director/CEO: Jon Boiler. Creative directors: Bryan Rowles, Tim Wolfe. Agency producer: Danielle Tarris.
Director: Bobby Farrelly (of the Farrelly Brothers, directors of "There's Something About Mary" and "Dumb and Dumber"). Production company: Rabbit Content. Director of photography: Matt Leonetti. Executive producers: Joby Barnhart, Douglas Howell. Producer: Gary Romano.
VFX: The Mission. VFX creative director: Rob Trent. VFX executive producer: Michael Pardee. CG supervisor: Piotr Karwas.
Editorial: Cut & Run. Editors: Steve Gandolfi, Frank Effron. Assistant editor: Sean Stender. Editorial head of production: Christie Price. Editorial executive producer: Michelle Burke. Post production: Company 3. Colorist: Stefan Sonnenfeld. Post executive producer: Rhubie Jovanov.
BRAND: Samsung
YEAR: 2012
AGENCY: 72andSunny
SUPERBOWL: XLVI
QUARTER AIRED: Q4
