Samsung and Cheil Worldwide Spain have launched a groundbreaking AI app for the Samsung Galaxy Watch that puts an invisible haptic speech coach on people’s wrists to improve their lives.
The app, called IMPULSE, combines mobile innovation with sophisticated AI to augment human capabilities, replacing the “missing metronome” inside those with speech impediments and disorders.
The app is based on the proven rhythm therapy technique, which involves creating beats that subconsciously help to improve speech fluency. IMPULSE assists users by giving them a silent, haptic speech pattern to follow.
IMPULSE recognizes and analyzes speech patterns using an algorithm based on Natural Language Processing. It then translates words into rhythmic vibrations that guide human speech.
For the first time ever, these rhythmic patterns are taken out of the treatment room thanks to the vibrometer inside the Galaxy Watch, which gives people a pattern to follow whenever they speak, anywhere, and in any situation.
The app will give users autonomy and confidence no matter what language they speak–having already launched in English, Portuguese and Spanish, additional languages will be introduced over the coming months.
IMPULSE was developed and tested with 200 patients across Spain, Portugal, the U.S., Ghana and EMEA, and is endorsed by the Spanish Association of Speech Therapists and the Portuguese Society of Speech Therapy.
After a beta launch in Spain and Portugal earlier in the month, the free app is launching on the Android platform. The app is supported by a tutorial video outlining the multiple features of the app as well as a medical expert and patient trial video featuring testimonials for this cutting-edge innovation. Both were also created by Cheil WW Spain.
This project is part of Samsung’s “Technology with Purpose” commitment and builds upon previously successful innovations, including Blind Cap, Tallk and Unfear, which have been breaking barriers and opening up possibilities for over a decade. As with previous projects, Samsung and Cheil WW have worked with experts from multiple countries and specialities to find an effective and open solution for everyone.
Alejandro Di Trolio, ECD at Cheil WW Spain, said, “We’ve democratised rhythm therapy that, until now, was only accessible through doctors and therapists, enabling anyone with a speech impediment disorder to have an invisible coach accompanying them everywhere. IMPULSE encodes speech rhythms via a custom algorithm to enable people with speech disorders in any situation. It is truly a game changer.”
Malcolm Poynton, global chief creative officer at Cheil Worldwide, said, “Mobile tech and AI are core to our creative DNA at Cheil WW; IMPULSE pushes creative boundaries beyond what was possible, to demonstrate the power of Samsung’s mobile tech to open up new possibilities in a very human way.”
This case study film–directed by Alfredo Lobo for Cheil Worldwide Spain–sheds light on IMPULSE. Production company was Somo5.
CreditsClient Samsung Espana Agency Cheil Worldwide Alejandro Di Trolio, executive creative director; Jaime Azurmendi, Eduardo Vea Keating, creative directors; Aitor Carrera, Estanislao Bollain, Jessika Freitas, Natalia Oltra, Andrea Pissarro, Myriam Cuervo, Lorena Velázquez, art directors; Julen Borge, Markel Otsoa, Andrea Hernando, Jana Nuñez, Adriana Hernandez, copywriters; Alberto Sanchez, María Jimenez, producers; Alfredo Lobo, director; Jonatan Andres, Lidia G., producers. Production Company Somo5. Editorial Jose Luis Mancilla, Miriam Perez, editors. Postproduction Julieta Vilaplana, postproduction.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More