BBH NY, part of One Publicis Team Samsung, was challenged to provide a different approach in the technology category for the launch of the Galaxy Note 10 and to help create a more warm and fun tone of voice for the brand.
Samsung wanted a campaign that celebrated real life moments that tech makes flawless, building on the brand’s commitment to connect humanity and fun with the highest-level technology available to users everywhere.
The campaign debuts with the film “Alpaca,” which follows an ambitious woman who while driving past a South American alpaca farm gets an idea and uses her Galaxy Note10 to help bring it to life. We see her idea quickly spread around the world.
Her entrepreneurial vision for the alpaca look soon becomes a viral sensation. We see it catch fire as we jump from the streets of Tokyo, to product launches, to late-night talk show appearances, and even making a runway appearance just in time for NY Fashion Week.
“We wanted to demonstrate all the seriously high tech and unique product benefits the Samsung Galaxy Note 10 offers in a fun and memorable way. Our goal was to bring spontaneity and a sense of humor to the brand messaging, elevating Samsung and separating it from what is traditionally a cold, feature-focused tech world,” said Jonathan Mackler, ECD, BBH NY.
The film was directed by Nicolai Fuglsig of MJZ and features the song “Apache” by the Incredible Bongo Band and Grandmaster Flash remix.
Credits
Client Samsung Pio Schunker, EVP, head of global brand marketing, mobile communications business Agency BBH NY Gerard Caputo, chief creative officer; Jonathan Mackler, executive creative director, head of creative; Lucas Bongioanni, creative director/copywriter; Jackie Anzaldi, creative director/art director; Liz Loudy, associate creative director/copywriter; Brooke Kaylor, head of production; John Harrison, group strategy director, managing partner. Production MJZ Nicolai Fuglsig, director; Emma Wilcockson, exec producer; Alicia Richards, line producer; Joost van Gelder, DP; Dan Betteridge, production designer. Editorial Rock Paper Scissors Adam Pertofsky, editor; Eve Kornblum, exec producer; Lisa Barnables, Julianne Cort, post producers; Ayssa Oh, David Bryen, Christian Oreste, assistant editors. VFX The Mill Andrew Somerville, exec producer; Mandy Harris, Colin Blaney, sr. producers; Sue Yee Hubbard, producer; Will Jellicorse, project coordinator; Roberto Herrera, production coordinator; Nathan Kane, creative director; Ruben Vandebroek, CG shoot supervisor; Chris Mortimer, 2D shoot supervisor; Jeff Robins, 2D lead artist; Taner Besen , James Cudahy, Lucia Hill Barroso, Andrew Emmerson, Sungeun Moon, Andre Vidal, Fabien Coupez, Matthew DeFranco, Ari Reisner, Roger Cerqua, Aravind Mani, Gangadharam Raja, Maheshwaran Chandrasekaran, Mangesh Borkar, Nehal Desai, Samarendra Lenka, 2D artists; Jhoshidh T, Madhana Gopala, Pradeep Kumar Rawat, Rahul Bhardwaj, Yogesh Sarwa, Paint artists; Pabitra Kumar Sahoo, Verru Ramesh, Yalamarthy Ganga Raju, Ayush Bajoria, Gokul Navaneethan, Karthik Viswanathan, Manoj Ravi, Murali, Krishna Reddy, Raj Kumar M, Sathyaraj A, tracking artists; Charles Lee, matte painting; Laura Nash, Dom Han, design. Telecine The Mill Adam Scott, colorist. Audio Sound Lounge Tom Jucarone, mixer; Alicia Rodgers, exec producer. Music “Apache,” Incredible Bongo Band/Grandmaster Flash remix
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
