Samsung Ad Introduces the Cutest, Pluckiest Smartphone Memory Card Ever | Adweek Samsung Ad Introduces the Cutest, Pluckiest Smartphone Memory Card Ever | Adweek
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Samsung Ad Introduces the Cutest, Pluckiest Smartphone Memory Card Ever Little robot is impervious and cool

A Samsung SD smartphone memory card morphs into a cute, miniature robot action hero in this engaging 45-second clip from Cheil Worldwide in Seoul and Museum Film. The ad, running exclusively online at present, targets smartphone users in the U.K., North America, Europe and Japan.

RoboCard's adventures, directed by J.M. Lee, illustrate product attributes. He soars with a jetpack (demonstrating speed), repels thumbtacks and paperclips (the card is impervious to magnets) and makes a splash by riding a tropical fish rodeo style (it's waterproof). The details are great fun. Note how his metal feet sprout tiny flippers for his fish-tank dive. The cat's miffed reaction as the bot bursts above the water's surface is a neat touch, too.

I also like how his antics take place in a typical home/office setting, infusing the everyday world with some high-tech panache—which, after all, is part of the product's appeal.

Best of all, MemBot is much too adorable to join a robo-rebellion and subjugate mankind ... I think. Still, I wouldn't cross the little guy. He's got a long memory. (Up to 64GB!)

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