Droga5 NY created a new brand platform–”This Is Me”–for Pier 1, which includes this spot directed by Nadav Kander of Chelsea Pictures. Titled “Story of Me,” the commercial puts the customer front and center as the individual who makes home a special place. It’s not four walls and an address that makes a home–but the people in it whose stuff tells a story unique to them.
The campaign puts Pier 1 in a new light overall–a store that doesn’t tell consumers the one way to decorate their home but one that gives them everything they need to make a home that truly reflects who they are. It’s about embracing what their customers know and love because for them “decorating never ends” and they are always are looking to define their “little slice of earth.”
CreditsClient Pier 1 Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Kevin Brady, executive creative director; Emmie Nostitz, Donnell Johnson, creative directors; Alyssa Georg, Eloena Knox, Adrian Chan, associate creative directors; Matthew McCoy, director of content. Production Chelsea Pictures Nadav Kander, director/DP; Lisa Mehling, exec producer; Jeremy Barrett, producer. Editorial Final Cut Rick Russell, Miky Wolf, editors; Sarah Roebuck, exec producer. Music Keith Kennif, composer. Audio Sonic Union Steve Rosen, mixer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More