Painfully cute real-life celebrity couple Kristen Bell and Dax Shepard add another painfully cute Samsung spot to their résumés today, as the electronics retailer has recruited the pair to introduce its souped-up Family Hub refrigerator (and its built-in cameras) to the public with a raft of new advertising.
The campaign begins with the digital short below, by R/GA, which shows the actors unloading groceries into the fancy new fridge, which Samsung unveiled at CES this year. They leave and walk away, but we get a glimpse inside—first through the screen on the outside of the fridge, which shows its contents, and then inside, which is a blissed-out paradise where all the food seems to have paired off in ecstatic love.
Well, almost all the food. A sad bottle of chocolate syrup seems bereft. Will he find the perfect partner to pour some sugar on? Watch the spot below:
It's a lovely little film, very nicely constructed—from the animation (by directors Limbert Fabian and Brandon Oldenburg of Moonbot Studios, whose ad history includes Chipotle's "The Scarecrow" in 2013) to the plot twist that seamlessly shows off the smartphone integration. There are also other great little details, like the meat pumping iron and doing sit-ups and the half-eaten dessert, which brings to mind the misfit toys from Toy Story.
The new spot was made by the same R/GA creative team that created Samsung's lovely "Holiday Dreams" commercial from a couple of years ago.
Bell and Shepard have been doing Samsung ads together, across multiple product categories, since 2014. This new work is their second year in a row of pitching Samsung home appliances, following a 2015 campaign for kitchen, laundry and cleaning products.
New TV spots will break in a few weeks. Later this year, the couple will return for more ads focused on the Front Load Washer featuring AddWash.
Client: Samsung Home Appliances
Spot: "Inside the Fridge"
Vice President, Group Executive Creative Director, Writer: Al Patton
Executive Creative Director, Visual: Qian Qian
Creative Director, Writer: Emily Zaborniak
Senior Art Director: Hector Gruyer
Senior Copywriter: Ben Peppernell
Vice President, Group Managing Director: Helder Santo
Group Account Director: Lauren Mandel
Planning Director: Mark Lester
Executive Production Director: Kat Friis
Executive Content Producer: Monique Veillette
Executive Producer, Digital: Charlie Shipman
Senior Business Affairs Manager: Joanne Rotella
Live Action: Independent Media
Director: Tucker Gates
Director of Photography: Janusz Kaminski
Line Producer: Denise Rocchietti
Animation: Moonbot Studios, Shreveport, La.
Directors: Limbert Fabian, Brandon Oldenburg
Producer: Wendell Riley
Executive Producer: Lampton Enochs
Animation Editor: Calvin O'Neal Jr.
Computer Graphics Supervisor: Megan Deane
Animation Supervisor: John Durbin
Head of Production: Trish Farnsworth-Smith
Marketing Director: Sara Hebert
L.A. Credits (Live Action/Film)
Editing: Cut and Run
Editor: Jay Nelson
Assistant Editor: Eli Beck-Gifford
Producer: Jared Thomas
Executive Producer: Amburr Farls
Cut Downs Editor: Georgia Dodson
Assistant Editor: Nicole Berg
Producer: Evyn Bruce
Executive Producer: Rena Martin
Music: Beacon Street Studios
Composers: Danny Dunlap, Andrew Feltenstein, John Nau
Sound Design: Rommel Molina
Executive Producer: Leslie DiLullo
Color, Visual Effects: The Mill
Executive Producer: Melanie Wickham
Post Producer: Georgina Castle
Production Coordinator: Devan Maura Saber
2-D Lead: Jeff Robbins
2-D: Ashleigh Abramovich
Colorist: Fergus MaCall
Color Producer: Natalie Westerfield
Final Mix House: Sonic Union
Sound Mixers: Mike Marinelli, Rob McIver
Producer: Pat Sullivan