When technology works and works well, familiar barriers to anyone in creative–including ”That’s impossible,” “It’s too complex,” “That won’t scale,” “It’ll take too long”–explode in colorful bursts in the latest Dell Technologies spot out of agency VMLY&R New York, directed by Daniel Kleinman of production house Rattling Stick.
In the ad titled “Breaking Barriers,” a young woman steps into frame and with two clicks on her Dell laptop to increase her storage capacity she obliterates harmful reductive thoughts.
CreditsClient Dell Technologies Agency VMLY&R New York Niraj Zaveri, Justin Ebert, executive creative directors; Bobby Jacques, group executive producer. Production Company Rattling Stick Daniel Kleinman, director; Johnnie Frankel, producer; John Mathieson, DP; James Hatt, production designer. Production Services Company Stillking Editorial Nomad Jared Coller, editor. Music Song “Come Alive,” The Phantoms
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