Samsung’s Galaxy S24 Ultra has an AI-powered Object Eraser to remove annoying items for photos. What is more annoying than an ad that;s in the way.

So that’s exactly what Leo Burnett Germany created. Samsung hijacked Germany’s most popular photo motifs and obscured the unobstructed view of landmarks with mobile advertising posters. The huge truck billboards featured headlines such as “Don’t get annoyed by this ad. Just get rid of it.” or “This is an annoying ad for a tool that helps you remove annoying ads like this annoying ad from your photos.”

“Our Annoying Ads campaign highlights how the new Galaxy S24 Ultra is revolutionizing smartphone photography with the help of AI – with a guerrilla campaign that is just as revolutionary,” stated Benjamin Merkel, executive creative director at Leo Burnett.

“With this campaign, we not only captured the most popular sights in Germany but also gained the attention of a broad target group. Entertainingly, we made them aware of the possibilities and necessity of our object eraser and showed how easily unwanted elements can be removed,” added Mario Winter, vice president marketing at Samsung.

Promo teams also demonstrated the magic of the object eraser to the “photo-bombed” tourists on site, highlighting the benefits of the new Galaxy S24 Ultra.