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.
Executive Creative Director
Creative Director, Writer
Creative Director, Designer
Director of Film Production
Senior Film Producer
Group Brand Director
Editor (Graduation Party)
Editor (Graduation Photo, Boarding)
Editor (Swaddle Master, Quick Snooze, Remotely Interested)
Senior Executive Producer
Lead Sr. Flame Artist
Sr. Flame Artist
Head of 3D
The Mill Los Angeles
Colorist (Graduation Party, Graduation Photo, Easy Mode)
All other spots TBD
Head of Production
Executive Producer/Creative Director
Mixer (Easy Mode, Graduation Party, Graduation Photo)