Leo Burnett Italy launched an ad for Samsung, introducing the brand’s new Smart Windshield for motorcycles.
The Smart Windshield works via a connected app and Wi-Fi connection, displaying calls, emails, social media updates and more via a screen on the windshield. While that may sound a bit dangerous on first glance, it actually is designed to enhance safety by keeping its riders eyes on the road and hands on the handlebars. Plus when those messages do appear onscreen, riders have the option of either sending an automatic “I’m driving” reply or pulling over to respond, to say nothing of the benefits of being able to have GPS info right on the windshield or make an emergency call easily.
Samsung worked with Leo Burnett and motocross star Edo Mossi and YouTube influencer Cane Secco to develop the prototype, with Leo Burnett’s introductory ad showing it in action on a Yamaha Tricity 125. The spot is a very straightforward demonstration of the product, fitting for the introduction of such a new technology. To interested parties, the Smart Windshield’s features will speak for themselves, so a more flashy approach probably wouldn’t accomplish anything. Perhaps more importantly, it provides a good counter-argument to detractors who raise concerns that such a product would encourage unsafe driving and assuaging fears for those who might be on the fence about the product.
CREDITS
Client: Samsung
Agency: Leo Burnett Italy
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director: Christopher Jones
Associative Creative Director/copywriter: Giovanni Salvaggio
Associative Creative Director /art: Andrea Marzagalli
Creative team: Giuseppe Pavone, Luca Ghilino, Nicoletta Zanterino, Marco Viganò, Alice Crippa
Brand leader: Bruno Borsetto
Account supervisor: Carlotta Piccaluga
Account manager: Federica Giacomotti
Senior project manager: Andrea Castiglioni
Social media & content manager: Raffaella Ramondetti
Global Strategic Planner: Enrico Buongrazio
Producer: Maria Luisa Crisponi
Director: Davide Agosta