A child waits for dad (…mum, Christmas, his birthday…) to arrive. It’s a story with inherent cuteness and undetachable emotional appeal.
It’s a well-worn ad story. And yet, Samsung’s well-worn ad story about a little boy waiting for his father (who works on an arctic worksite) is a standout performer. There’s the incredible arctic worksite – with working pieces – the little boy builds day by day out of paper to welcome his father home.
There’s the exuberant embrace mum gives dad on his return – a non-essential moment that adds authenticity and an extra heart-tug to the film. And there’s the fact that the ad leaves the viewer with dad’s, rather than the son’s reaction to the surprise gift – an unexpected conclusion that also cements the story to the product – the Samsung Space Max fridge.
The ad subtly underscores the fridge’s usefulness, based on the insight that many people in the Ukraine have to be smart with storage due to kitchen size. Mostly, it’s an ad that makes Samsung a family hero.
Vladyslava Denys, creative director, Cheil Worldwide Ukraine, said: “Samsung’s technology is designed to break barriers to make people’s lives better. In this film we have continued developing the approach of emotional storytelling for Samsung in the home appliance category. People love stories. We wanted not only to tell the technology story but to do it in a way that touches people’s hearts, too.”
Olga Kravchuk, HA marketing manager, Samsung Electronics, Ukraine, commented, “In Samsung we truly believe that technology can help people to be more creative. With our new film, The Polar Story, Samsung describes how SpaceMax technology provides more space than it is possible to imagine: sufficient even for the creation of an imaginative polar landscape. Innovation and creative imagination go together in the modern world.”
|Creative Director||Vladyslava Denys|
|Art Director of the project||Alessandro Falcone|
|Art Director of product scenes||Eugene Ovchar|
|Account Director||Olexiy Polischuk|
|Director/ Production Co||Max Ksjonda /DGTL RLGN|
|Post Production||Coffee Post|
|Sound Design||Propeller Studio|