If you’re terrified of spiders, steel yourself – and be surprised. Sam, the spider in this commercial has fallen in love with a Samsung phone and you will feel his ardour, his pain and then his joy. Leo Burnett Germany has found an utterly endearing way to highlight the camera features of the Galaxy S22 Ultra. The camera lenses of the Galaxy S22 Ultra are the most beautiful “spider eyes” in the world for Sam.
The commercial was released to coincide with Valentine’s Day and carries the tagline, Love has no boundaries. Underlining the emotive story and Sam’s rollercoaster emotions is Nazareth’s classic song, Love Hurts.
“The new Galaxy S22 Ultra inspires with innovative technology. And extraordinary technology requires extraordinary stories. A camera to fall in love with. A pair of lovers that makes eyes. We believe that – just like the little spider – many consumers will fall in love with the Galaxy S22 Ultra,” stated Mario Winter, vice president marketing at Samsung Electronics.
To create the spider-y love story, Leo Burnett used live-action and CGI. Berlin film production, Zauberberg Productions, and directing duo, Dorian & Daniel, were brought on board. The spider as well as the life-like animated CGI sequences were created at The Mill in London.
“The idea was quite simple: camera eyes plus spider eyes equals love story. But then the work really started. How do you turn Sam, a spider of all things, into a lovable creature while still maintaining the right dose of realism?” stated Andreas Pauli, managing director and chief creative officer, Leo Burnett. “I’m very happy that the weeks of detailed work paid off here.”
The new campaign will be distributed via a large online video flight focused on YouTube. In addition, the video will be spread through placements on Twitter as well as native ads on major audience media. The media agency is Starcom Germany, a sister agency to Leo Burnett within the Publicis Network.
Credits:
Client: Samsung
Client Team: Laura Thissen, Jan Israel & Carmen Rackl
Ad Agency: Leo Burnett Germany
Chief Creative Officers: Andreas Pauli & Dennis May
Executive Creative Director: Benjamin Merkel
Creative Directors: Helge Kniess & Valentin Dietmar
Copywriters: Andres Blumenthal & Mario Loncar
Account Director: Elisabeth Andersen
Executive Client Partner: Christian Konzack
Account Manager: Anica Wobalka
Agency Producer: Brigitte Marcinek
Production Company: Zauberberg Productions
Directors: Dorian &Daniel
Director of Photography: Hunter Daly
