Forget about pre-order day for the Apple Watch. It's also launch day for the Samsung Galaxy S6 and S6 Edge, which means ads for the smartphone are rolling out all over the world.
The two most notable spots come from Cheil U.K. and 72andSunny for the U.K. and global markets, respectively. The Cheil spot stars James Corden twice over—as himself and his alter ego, an obnoxious commercial director named Wilf Meltson. It's the kind of self-aware celebrity-pitchman work we've seen a lot lately, even if Corden doesn't get as self-hating or downright scornful as Neil Patrick Harris or Ricky Gervais.
72andSunny's spot, meanwhile, eschews the comical for the aspirational, suggesting the Galaxy S6 is about feeling more alive "when possibility becomes reality, when the future becomes real."
There's plenty of other Galaxy S6 work to check out, too, not just from Samsung but from its carrier partners as well—for example, this new mcgarrybowen spot for Verizon Wireless.
Title: "James and Wilf"
Agency: Cheil London
COO: Matt Pye
Business Director: Andrew Boatman
Senior Account Manager: Fraser Campbell
Head of TV and Content: Nana Bempah
Production Assistant: Claire Sharp
Global Chief Creative Officer: Malcolm Poynton
Creative Director, Art Director: Jim Eyre
Creative Director, Copywriter: Dave Newbold
Production Company: RadicalMedia, Fulwell 73 Production
Executive Producer: Ben Schneider
Producer: Tommy Turtle
DP: Colin Watkinson
Production Designer: Tom Foden
Editorial Company: Whitehouse Post
Editor: John Smith
Assistant Editor: Gary Bowyer
Executive Producer: Kayt Hall
Producer: Antonia Porter
Grade: Absolute Post
Producer: Belinda Grew
Flame Operator: Dave Smith
Color Correct: Matt Turner
Sound Mix: Wave Studios
Mix: Ed Downham
Producer: Rebecca Boswell