Agency BBH NY and director Guy Shelmerdine of Smuggler have once again teamed with JBL Wireless Headphones to showcase the potential dangers of corded headphones to hilarious effect. JBL takes their slogan “Dare to Listen” to new lengths in this :30 which highlights the mayhem that can ensue when you choose not to wear JBL Bluetooth enabled headphones while going about your day. You might even wind up in jail for armed robbery at a convenience store,
This is Shelmerdine’s second outing with BBH and JBL, having previously collaborated in 2015 on the “CordFail Effect” campaign, which spotlighted another elaborate sequence of events showing the downfall of an unlucky corded headphone user.
CreditsClient JBL Agency BBH New York Corinne Porter, producer. Production Smuggler Guy Shelmerdine, director; Patrick Milling Smith, Brian Carmody, Allison Kunzman, exec producers; Nick Sutherland Dodd, line producer; Will Bex, DP. Production Services Unit+Sofa, Prague. Editorial Work Editorial Cass Vanini, editor; Erica Thompson, exec producer; Sari Resnick, producer. VFX The Mill Verity Grantham, exec producer; Melissa Stephano, Kate Aspell, producers; Fergus McCall, colorist. Sound Design Q Department Audio Sound Lounge
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