Two Gen Z interns try to achieve their career ambitions by creating Samsung Galaxy TAB S9 Series launch. The humour of BBH USA’s parody video allows Samsung to show off a whole lot of product features inside a relatable story that also coincides with summer internship season in the US.
The epic tale begins when the two young men burst into the end of a meeting to scavenge the catered lunch. Their ideas range from lame and funny to scary and funny, and like the story’s Hollywood cousins, there’s a feel-good happy ending.
The story comes from its BBH USA’s creatives’ own intern days. Possibly yours too. And yes, it does have a lot of flavour similar to the brand’s rival campaigns.
“We mined all the bad ideas we had as interns ourselves when starting out – when you’re just generating lots of terrible ideas in the hopes that you’ll stumble on something decent, hoping for inspiration. Which is still kind of what we do – only some of us get a tool like the Tab S9 to do it on,” stated Ryan Paulson, group creative director, BBH USA.
“We couldn’t be more excited about the launch of our new See Great. Be Great campaign for Tab S9,” added Erica Roberts, chief creative officer, BBH USA. “The work positions the new tablet as the shortest distance from inspiration to creation–or as in the case of this film, the shortest distance from intern to hero.”
“The Interns is the first piece to air in the See Great. Be Great. campaign for Samsung’s Galaxy Tab S9 series, presenting it as a turning point in the tablet category: a reinvention of what a tablet can be. It is running in 30- and 45-second versions across social channels alongside a more product focused spot & additional creative to launch in the coming weeks.
Credits:
Client: Samsung
Chief Marketing Officer: Stephanie Choi
VP, Global Brand Marketing: Matthew Leem
Director, Global Brand Marketing: Seunhee Rho
Global Brand Marketing Senior Professionals: Eunseon Noh & Jenny Chun
Global Brand Marketing Professionals: Saebin Park & Bokyung Kim
Creative Agency: BBH USA
Chief Creative Officer: Erica Roberts
Executive Creative Director: Estefanio Holtz
Group Creative Director: Ryan Paulson
Creative Directors: Kevin Meagher, Otto Pajunk & Guiga De Oliveira Cunha
Copywriter: Jeffrey Martinez
Art Directors: Truman Florence & Madeline Honig
Creative Practice Lead (Publicis): Adam Arnold
Group Account Director: Nicole Hruby Daniel
Account Director: Denis Mahon
Account Supervisor: Grace Park
Account Executive: Alex Wyatt
Senior Project Manager: Juli Faltas
Head of Strategy: Joe Burns
Strategy Directors: Megan Cullen & Aaron Gaita
Strategist: Daphney Rudolph
Head of Production: Deb Archambault
Executive Producer: Jacob Vogt
Associate Producer: Beiyi He
Director of Business Affairs: Daniella Vargas
Business Affairs Manager: Eugene Gandia
Associate Business Affairs Manager: Max Novick
Production Company: ProdCo
Director: Thomas Ormonde
Executive Producer: Maddi Carlton
Line Producer: Doochy Moulton
Director of Photography: Kasper Wind
Editorial: Cut + Run
Editor: Ben Campbell
Assistant Editor: Drew Lang
Executive Producer: Lauren Hertzberg
Producer: Eytan Gutman
Post-Production: Black Kite
VFX Lead: Nina Mosand
VFX Executive Producer: Amy Richardson
VFX Producer: Polly Durrance
VFX Artists: Matthew Hutchens, James Marshall, Ben East, Mark Stannard, Warren Gebhart, Michael Kornitsev, Chris Blew, Andrew Curtis, Neil Symanski, Jonny Freeman
Colourist: Tom Mangham
Audio & Music: String and Tins
Sound Design & Mix: Culum Simpson
Foley: The Foley Barn
Composer: Joe Wilkinson
Producer: Alina Miroshnichenko
