Here’s a film title for you: “Imagine A World Where Detergent Doesn’t Come In Plastic Containers”
Well, that’s pretty much all you need to know about director Bine Bach’s new film for Norwegian circular refill service På(fyll). Produced by Copenhagen-based Bacon and made with Oslo agency Anorak, the film showcases the Danish director’s signature deadpan humor in an exquisite and hilarious symphony that transcends time and space.
CreditsClient På(fyll) Agency Anorak Amundsen Tuvnes, Jens Bjorklund, creatives; Svein Werner Lyngmyr, design. Production Company Bacon Bine Bach, director; Magne Lyngner, exec producer; Øystein Dyb, producer; Jonas Blond, DP; Ida Nilsen, production manager; Marius Vesten, location manager; Stein Bjorgo, props master; Karen Eliesson, wardrobe; Ola J. Nestande, VFX; Markus Tangre, puppeteer. Music Mads Bergland. Color Grade TMLA Didrik Brathen, colorist.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
![](https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/10/03011315/SamsungFitness.jpg)
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