Samsung’s new campaign, Way Out, by Leo Burnett Israel is an unashamed pitch for the affections of Gen Z. The hero film is a music video style spot that champions Gen Z’s irreverence for rules and “proper” behaviour. It supports young people’s penchant for inclusivity and demand for freedom to live their lives the way they see fit.

Of course, the ad is full of product placement suggesting Samsung products match Gen Z’s beliefs and values. The campaign launches Samsung’s newest accessories, its earbuds (Galaxy buds2) and smart watch (Galaxy watch4).

“While many competitors famously maintain a closed system, Samsung is open to all options. You can connect wireless headphones or a smartwatch you bought from a competitor in the exact same way that you can connect your Galaxy watch or earbuds and still enjoy a perfect connection. Equally, Gen Z is a generation that enjoys freedom of choice like no generation before them. They don’t like to be pigeonholed and strive to enjoy the best of all worlds. This freedom of choice is the angle we wanted to work when launching Samsung’s newest accessories,” stated Ami Alush, creative vice president, Leo Burnett Israel.

The commercial was directed by Tal Zagreba at Great Guns. “I’m a huge fan of this generation’s gritty aesthetic and wanted to capture it authentically. The aim was ultimately to celebrate that Gen Z feeling, with Samsung’s products shown simply as a portal through which to amplify their self-expression, and I believe the target audience will appreciate that,” he commented.

The commercial’s soundtrack is an original music score created by Israeli electronic duo, Escapism.

Credits: 
Agency: Leo Burnett Israel
Chief Executive Officer: Imi Eiron
Chief creative Officer: Ami Alush
Creative Director: Oren Ben Naim
Creative Team: Dror El-Al & Olga Vorobieva
Agency Producer: Menny Zarhia
Account Supervisors: Shiran Feldman & Tom Eshel
Account Manager: Noam Cohen
Marcom Director: Eva Hasson

Production Company: Gigi Productions
Director: Tal Zagreba

Client: Samsung Israel
Head of Marketing: Ronen Salem
Ecosystem Marketing Manager: Zach Ben-Ari