If you hate this Samsung spot by Wieden + Kennedy Amsterdam, you are clearly not teenage to early 20s. And Samsung probably doesn’t care that you don’t. Gen Z is exactly who the brand is targeting.

The 48-second hero film is loud, repetitive and full of silliness and memes. It’s TikTok-styled. The film will be accompanied by more than 300 social assets.

But what’s really interesting is that when you get down to the spot’s DNA it’s an old school format – hammering the unique selling proposition into the audience’s head. OK, the idea that Awesome screen. Awesome camera. Long-lasting battery life is unique to Samsung Galaxy is questionable. But there is no doubt that it’s being hammered into Gen Z‘s heads.

The campaign features cameos from content creators such as Madrona Redhawk, Yvng Homie and DJ Rangster. That part is a very modern approach.

Credits

Creative Agency: Wieden & Kennedy Amsterdam
Executive Creative Directors: Eric Quennoy & Mark Bernath
Creative Directors: Cal Al-Jorani & Bern Hunter
Art Director: Anyaa Dev
Copywriter: Chris Taylor
Head Of Broadcast Production: Joe Togneri
Broadcast Producers: Kerli Teo & Khalid El Khouani
Account Management: David Newsome, Nick Pirtle, Samantha Wolfson & Kinda Hamwi
Planning Team: Martin Weigel & Thom Dinsdale
Comms & Digital Strategy: Dani Pak & Laura Scott
Head Of Design: Joe Burrin
Studio Director: Lizzie Murray
Lead Motion Designers: Gustav Von Platen & Laura Calvo
Motion Designers: Soren Danielsen, Alex Raybould & Lewis Beedham
Project Manager: Katie Finn
Director Of Business Affairs: Michael Graves

Production Company: Riff Raff Films
Director: Ryan Staake

DOP: Kristian Zuniga
Executive Producer: Natalie Arnett
Producer: Tom Knight

Editing Company: Rock Paper Scissors
Editor: Dan De Winter
Assistant Editor: Joseph Tuzzolino
Managing Director: Eve Kornblum

Audio Post Production: Wave Studios Amsterdam
Sound Design & Mix: Randall W. Macdonald
Music: Werk Aan Zee
Mixing Engineer: Randall W. Macdonald
Music Companies: Wave Studios Amsterdam, Sixty Four Music & Pitch & Sync
Artists: Weyland Mckenzie, Fanshore & Tropic, Hirihiri, DJ Hyperlink & DJ Haus

Music Company: Wake The Town
Post Production: MPC Amsterdam
Colourist: Duncan Russell