In the early years of Samsung smartphones, the brand built a whole business around dissing Apple. And they’re still at it, rolling out a new 60-second spot today called “Growing Up,” which stars a longtime Apple fan who’s been buying iPhones for years—only to be regularly disappointed, mostly by his girlfriend’s Samsung phones.
We begin in 2007, as our hero, Erik, buys the first-generation iPhone. By 2010, he’s having storage issues. Then, in 2013, Samsung makes its first appearance, as Erik meets his girlfriend Lauren at college—and the screen size and stylus with her Galaxy Note 3 put his iPhone 5 to shame.
Later, Lauren’s Samsung phone survives a dip in a lake, while Erik’s iPhone gets a subsequent, desperate dip in a bowl of rice. Then, Lauren’s later-model Samsung phone charges wirelessly, while Erik—whose iPhone now lacks a headphone jack—has to rig up a comical set of wires to charge it and listen through headphones at the same time.
Erik, obviously, eventually comes to his senses.
We are spared, for obvious reasons, the scene in which Erik enjoys his mostly trouble-free iPhone 7 Plus while Lauren’s Galaxy Note 7 explodes in her face. Still, the larger point becomes clear—that Samsung delivers innovations people want, without removing ones they need.
The spot advertises the Galaxy family of Samsung smartphones—the S8, S8+ and Note 8. It also comes as Apple has launched the iPhone 8 as well as the iPhone X.
“At a time when tens of million Americans are ready to upgrade their smartphones, the two biggest brands have introduced flagship devices—at the same time,” Samsung says. “This new ad speaks directly them, underscoring why so many are choosing Galaxy S8, S8+ and Note 8 as their next smartphone. Instead of being on autopilot, they are finally excited about technology again.”
Agency: Wieden + Kennedy Portland
Executive Creative Directors: Jason Bagley/Eric Baldwin
Creative Directors: Brandon Davis/Stuart Brown
Copywriter: Derek Szynal
Art Director: Caitlin Alexander
Director of Production: Matt Hunnicutt/Mike Davidson
Senior Integrated Producer: Deb Drumm
Account Team: David Newsome/Ralph Lee/Michael Devine
Business Affairs: Laura Caldwell
Production Company: Biscuit Filmworks
Director: Isaiah Seret
Partner/Managing Director: Shawn Lacy
Executive Producer: Darren Foldes
Head of Production: Mercedes Allen
Producer: Kim Bradshaw
Director of Photography: Alwin Kuchler
Editorial Company: Work Editorial
Editor: Stewart Reeves
Assistant Editor: Leah Turner
Assistant Editor: Josh Sasson
Executive Producer: Marlo Baird
Producer: Marguerite Olivelle
VFX/Finishing Company: The Mill
Executive Producer: Enca Kaul
VFX Producer: Adam Goins
2D Lead Artist: Steve Cokonis
2D Artists: Edward Black, Krysten Richardsen, Tom Leckie, Clarke Rives, Christel Hazard, Steve Gibbons
3D Artists: Chase Webb, Itai Muller, Marissa Krupen, Monique Espinoza, Steven Olsen
Animation: Patrick Kipper
Grade Company: The Mill
Colourist: Gregory Reese
Executive Producer, Colour: Thatcher Peterson
Colour Assist: Gemma Parr/Asa Fox
Colour Producer: Diane Valera
Mix Company: Lime Studios
Mix Engineer: Mark Meyuhas
Assistant Mix Engineer: Peter Lapinski
Executive Producer: Susie Boyajan
Company: Chances With Wolves