W+K Portland launched a new spot for the Samsung Galaxy Note 7, starring Christoph Waltz, entitled “Busy, Busy, Busy.”
“Americans, I don’t understand you,” says the Vienna-born actor, who has both Austrian and German citizenship, at the opening of the spot. “Always working, all the time, busy, busy, busy. Now you have this Galaxy Note 7 so you can do even more.”
Waltz takes the place of a multi-tasking mom, man working while on vacation and overachieving student, saying he just doesn’t get it. “You’re never happy just winning something,” he says while running a track event and reading the paper (and setting a world record in the process). “You’re only happy winning everything.”
What has all this gotten Americans, he asks — but by the end of the ad, he’s a convert.
Waltz may initially seem like an odd choice for the patriotic spot, but his take on American stereotypes and his eventual conversion (complete with American flags draped over his house) is entertaining. In fact, it’s hard to imagine anyone else displaying the acting chops to pull it off quite as convincingly.
“What we liked about Christoph is that he’s able to convey the perspective outside the U.S.,” Samsung chief creative officer Jesse Coulter explained to Adweek. “He’s such a great actor that he’s able to take on these relatable characters throughout the ad.”
The spot will make its broadcast debut, appropriately enough, tonight during NBC’s coverage of the Rio 2016 Opening Ceremonies. Samsung’s new device, meanwhile, will make its debut on the 19th of the month, two days before the closing ceremony.
Credits:
Client: Samsung
Agency: W+K Portland
Group Creative Director: Craig Allen
Creative Directors: Brandon Mugar / Tim Roan
Copywriter: Jonathan Marshall
Art Director: Helen Rhodes
Integrated Executive Producer: Erika Madison
Senior Producer: Erin Goodsell
Account Team: Phil Williams / Drew Widell
Executive Creative Directors: Mark Fitzloff/Susan Hoffman
Production
Production Company: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Rick Jarjoura
Producer: Kathy Rhodes
Heads of Production: Mercedes Allen Sarria / Rachel Glaub
Director of Photography: Simon Duggan
Production Designer: Bruce McCloskey
Editorial
Editorial Company: Arcade
Editor: Geoff Hounsell
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb
Senior Producer: Adam Becht
Assistant Editors: Dean Miyahira / Andy Trecki
VFX
VFX Company: The Mill
Executive Producer: Enca Kaul
VFX Producer: Anastasia von Rahl
Creative Directors/Set Supervisors: Robert Sethi / Chris Knight
2D Lead: Chris Knight
3D Lead: Gawain Liddiard
2D Artists: Tim Bird, Ed Black, Krysten Richardson, Joy Tiernan, Don Kim, Yukiko Ishiwata
3D Artists: Blake Sullivan, Jason Monroe, Ed Laag, Itai Muller, Jason Kim, Dave Vander Pol
Production Coordinator: Alana Giordano
Grade
Company: Company 3
Colorist: Siggy Ferstl
Executive Producer: Ashley McKim
Producer: Matt Moran
Music
Music Company: Mutato Muzika
Composer: Mark Mothersbaugh
Engineer: Bradley Denniston
Producer: Natalie P. Montgomery
Mix
Mix: Company Lime
Engineer / Sound Designer: Rohan Young
Executive Producer: Susie Boyajan