Samsung is not the first brand to get into the musical theatre ad trend but it has certainly added spice to the recipe.

Its new two-minute commercial by Wieden & Kennedy Amsterdam features dancing penguins, a giant kitten, a polar bear that turns into a grizzly and an ensemble song-and-dance scene on planets.

The spot, called I’m Open To That, refers to the virtual world that Samsung opens up but also references Samsung’s range of foldable devices. Its launch coincides with the release of Samsung’s latest generation of folding phones, the flexible-screened Galaxy Z Fold3 and Z Flip3 and a price reduction across the range to make its foldable devices more widely accessible.

The commercial fits into Samsung’s Life Opens Up With Galaxy platform, which was launched in April.

Credits

Client: Samsung 
Corporate SVP, Head Of Marketing: Stephanie Choi
Vice-President, Global Brand Marketing: Matthew Leem
Brand Director: Jessie Song
Senior Brand Manager: Ahra Cho
Brand Manager: Saebin Park

Creative Agency: Wieden & Kennedy Amsterdam
Managing Director: Blake Harrop
Executive Creative Directors: Eric Quennoy & Mark Bernath
Creative Directors: Zeynep Orbay & Mohamed Diaa
Art Directors: Zeynep Orbay & Sandra Nicolas
Copywriter: Mohamed Diaa
Head Of Broadcast Production: Joe Togneri
Executive Producer: Endy Hedman
Group Account Director: David Newsome
Account Director: Yulia Prokhorova
Account Executive: Bliss Zhawi
Head Of Planning: Martin Weigel
Planning Director: Thom Dinsdale
Head Of Communications And Digital Strategy: Elsa Stahura
Project Managers: Caroline Kosse & Mirke Sipsma
Director Of Business Affairs & Michael Graves

Production Company: Iconoclast
Director: Alaska
Executive Producers: Jean Mougin & Guy Rolfe
Producer: Molly Pope
DOP: Todd Martin
Choreographer: Edson Soares Da Silva Junio
Stylist: Sergei Yordanov Editing Company: Final Cut
Editor: Sam Bould
Producer: Frankie Elser
Music & Sound: String And Tins