Big Spaceship, Samsung’s global social agency of record, launched a new spot promoting the Samsung Galaxy S6 entitled “That New Phone Feeling.”
The ad celebrates the feeling of discovery when you take a new phone out of the box and discover all of its features. Described as a “GIF-powered music video,” the spot was created using a series of GIFs and set to the song “When I Rule the World” by LIZ, which will be released by Columbia Records in the coming weeks. The 30 GIFS which make up the video will be released as stand-alone content across Samsung’s social channels. The fragmented, repetitive nature of the “GIF-powered” video was described as “hypnotic” in a release but we feel that “disorienting” is probably more apt. While the intention was likely to unite the video with the GIFs featured on the social channels, a more traditional video might have served the brand better.