Sure, 72andSunny and Samsung have had some fun comparing the latter’s smartphones to Apple’s in recent years, but in the last several months, it seems like the brand’s finally getting over their complex and showcasing the product line on its own. First, they highlighted the Galaxy S4 with a graduation-centered campaign. Now, they’re showcasing new features for Father’s Day with “hip dads in action.”
In “Swaddle Master,” a befuddled father learns the tricks of the swaddling trade via Smart Pause YouTube. With “Quick Snooze” (below), meanwhile, the same cardigan-wearing dad watches the game with his little one at the end of the day. As his eyes droop shut, the game pauses. He reopens them and it picks up where he left off.
Though this creative work may not go viral or win awards, showing the practical (and less glamorous) application of the S4’s features will perhaps win the hearts of young parents everywhere. On a special occasion like Father’s Day, maybe hitting your target audience is enough?
Credits after the jump.
AGENCY:
72andSunny
John Boiler
CEO, Partner
Jason Norcross
Executive Creative Director
Matt Heath
Creative Director, Writer
Jason Ambrose
Creative Director, Designer
Allison Hayes
Sr. Designer
Jason Pollock
Lead Writer
Robert Teague
Designer
Sam Baerwald
Director of Film Production
Angelo Mazzamuto
Senior Film Producer
Esther Perls
Film Producer
James Townsend
Group Brand Director
Andy Silva
Brand Manager
Nadia Economides
Brand Coordinator
PRODUCTION:
Epoch Films
Michael Downing
Director
Melissa Culligan
Executive Producer
John Duffin
Executive Producer
Francie Miller
Line Producer
EDITORIAL:
Arcade Editorial
Christjan Jordan
Editor (Graduation Party)
Will Hasell
Editor (Graduation Photo, Boarding)
Andrew Legget
Editor (Swaddle Master, Quick Snooze, Remotely Interested)
Damian Stevens
Managing Partner
Nicole Visram
Executive Producer
Kirsten Thon-Webb
Producer
Trevor Schulte
Assistant Editor
Luc Giddens
Assistant Editor
Luke McIntosh
Assistant Editor
VFX/ANIMATION:
Chemical Effects
Sandy Beladino
Senior Executive Producer
Liz Lydecker
Producer
Dan Lorenzini
Lead Sr. Flame Artist
Shauna Prescott
Sr. Flame Artist
Jorge Tanaka
Flame Assistant
Mat Stevens
Head of 3D
TELECINE:
The Mill Los Angeles
Gregory Reese
Colorist (Graduation Party, Graduation Photo, Easy Mode)
All other spots TBD
MUSIC:
South Music
Dan Pritkin
Head of Production
Jon Darling
Creative Director
Robin Holden
Composer/Arranger
SOUND DESIGN:
Barking Owl
Michael Anastasi
Sound Designer
Kelly Bayett
Executive Producer/Creative Director
MIX HOUSE:
Play Studios
John Bolen
Mixer (Easy Mode, Graduation Party, Graduation Photo)
Lauren Cascio
Executive Producer
Hermann Thumann
Assistant