A young woman sees the new Samsung Z Flip3 Galaxy phone in a store window. She moves on but the phone has fallen in love with her and expresses its love with a broken heart and a heartbreak playlist, She’s gone. All the other Samsung devices join in the lovefest display. Wieden + Kennedy Amsterdam has invented a slightly clunky way for to show the Samsung range in one commercial – with The Backstreet Boys’ I Want it That Way playing in the background to give it a dash of emotion.
According to Samsung, the commercial’s message is that “while tech is amazing, Samsung knows its devices are nothing without the dreams, talents, creativity and inspiration of those who use it”. Apparently, the love affair was HER dream?
The commercial has been released as a 60-second online film, a 30-second TVC and 15 x 15-second online films that show off other Galaxy’s devices and their connectivity. It is running in the US, UK, France, Germany, Italy, Netherlands, Spain, Russia and Australia.
Credits:
Client: Samsung Galaxy
VP Head of Group: Matthew Leem
Client Leads: Minie Choi & Jessie Song
Client Team: Lizzie, Jenna An, Alan, Jibum Kim & Raky Kim
Agency: Wieden + Kennedy Amsterdam
Managing Director & Executive Producer: Blake Harrop
Executive Creative Directors: Eric Quennoy & Mark Bernath
Creative Directors: Edouard Olhagaray, Hannah Smit & Andrew Watson
Art Director: Riccardo Rachello
Head of Broadcast Production: Joe Togneri
Executive Producer: Jaime Tan
Head of Planning: Martin Weigel
Planning Director: Thom Dinsdale
Head of Comms & Digital Strategy: Elsa Stahura
Strategy & Comms Director: Elsa Stahura
Group Account Directors: David Newsome & Eleanor Thodey
Account Directors: Mychel Peoples & Nick Pirtle
Account Manager: Robyn Ransmeier
Studio Director: Lizzie Murray
Designers: Lucille Fenouil & Yaleesa Waëlauruw
Animators: Lewis Beedham & Justin Magness
Business Affairs: Akvilina Jaskunaite
Production Company: MJZ
Directors: Matthijs Van Heijningen & Donald Taylor
Director of Photography: Joost Van Gelder
Producer: Donald Taylor
Executive Producer: Dickie Jeffares
Managing Directo: Helen Kenny
Editing Company: Work Editorial
Editor: Jono Griffith
Assistant Editor: Rebecca Quinn
Post Production: Electric Theatre Collective
VFX Supervisor: David Filipe
2D Artists: Hani AlYousif, Toby Aldridge, James Belch, Adam Woolrich, Chris Fraser, Julie Cruette & Sarah Breakwell
2D Animation: Thomas Knowler & Isaac Holland
AFX: Doug McGinness
DMP: Carl Edlund
CG Leads: Greg McKneally & Patrick Krafft
CG Artists: Andras Omos, Martin Kamminga, Ogi Vukovic & Cesar Eiji Nunes
Colourist: Jason Wallis
Colour Assistant: Janak Griffin-Rai
Producer: Marie O’Brien
Audio Post: Grand Central Studios
Sound Designer & Mixer: Raja Sehgal
Music Company: Jive Records
