Samsung Galaxy S4: Great for Confused, Tired Young Dads

By Ella Riley-Adams Comment

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.



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

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

Epoch Films

Michael Downing

Melissa Culligan
Executive Producer

John Duffin
Executive Producer

Francie Miller
Line Producer

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

Trevor Schulte
Assistant Editor

Luc Giddens
Assistant Editor

Luke McIntosh
Assistant Editor

Chemical Effects

Sandy Beladino
Senior Executive Producer

Liz Lydecker

Dan Lorenzini
Lead Sr. Flame Artist

Shauna Prescott
Sr. Flame Artist

Jorge Tanaka
Flame Assistant

Mat Stevens
Head of 3D

The Mill Los Angeles

Gregory Reese
Colorist (Graduation Party, Graduation Photo, Easy Mode)

All other spots TBD


South Music

Dan Pritkin
Head of Production

Jon Darling
Creative Director

Robin Holden

Barking Owl

Michael Anastasi
Sound Designer

Kelly Bayett
Executive Producer/Creative Director

Play Studios

John Bolen
Mixer (Easy Mode, Graduation Party, Graduation Photo)

Lauren Cascio
Executive Producer

Hermann Thumann