Ad of the Day: Samsung Presents the Swaddle Master | Adweek Ad of the Day: Samsung Presents the Swaddle Master | Adweek
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Ad of the Day: Samsung

Dad may be the swaddle master but the kid has him beat in this Galaxy S4 spot

Victory is short-lived for the proud papa.

There is no one—and I mean no one—less cool than a new parent. The arrival of a newborn instantly transforms the late-night partier into a midnight feeder, and designer duds are a risky proposition in a new world awash in the byproducts of baby's digestion. And friends? They still do brunch, only you're not there anymore.

In its latest Samsung spot, targeting new dads (and women who coo over cute dads and babies), 72andSunny makes a hard left away from pushing the Galaxy S4 as the cool kids' alternative to the iPhone. In it, a new dad is on his own for the first time, trying to swaddle and calm his newborn son while Mom runs errands. She calls to make sure all is well as the baby fusses on a changing table, and Dad answers with the Galaxy's signature swipe of the hand. "We're having a dude's day here. We're fiiiine,” he says, perhaps a bit too emphatically. "You take the weekend if you want to!"

With one hand on the child, Dad can't type, but instead asks his Galaxy to search YouTube for swaddling tips. Voila! With the smartphone's help, he is quickly able to produce the perfectly swaddled son. Dad's relief is palpable, and a self-satisfied smile spreads across his face. The baby begins grinning, too—but for a different (and hilarious) reason.

Since last year, much of Samsung's marketing has been directed to touting the Galaxy as the super-advanced and ultra-cool alternative to that stodgy old iPhone your clueless mom and dad use. In this latest effort (somewhat reminiscent of this 2011 AT&T spot), the techy features are still center-stage, but it's the applicability of these features that is emphasized, not their buzz factor. This audience isn't showing off phone features to be cool or as a symbol of social status—rather, they are using them to immediately simplify their lives.

CREDITS
Client: Samsung
Agency: 72andSunny
CEO/Partner: John Boiler
Client: Samsung Galaxy S4
Executive Creative Director: Jason Norcross
Creative Director/Writer: Matt Heath
Creative Director/Designer: Jason Ambrose
Senior Designer: Allison Hayes
Lead Writer: Jason Pollock
Designer: Robert Teague
Director of Film Production: Sam Baerwald
Senior Film Producer: Angelo Mazzamuto
Film Producer: Esther Perls
Group Brand Director: James Townsend
Brand Manager: Andy Silva
Brand Coordinator: Nadia Economides
Production Company: Epoch Films
Director: Michael Downing
Executive Producer: Melissa Culligan
Executive Producer: John Duffin
Line Producer: Francie Miller
Editorial Company: Arcade Editorial
Editor: Andrew Leggett
Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Producer: Kirsten Thon-Webb
Assistant Editor: Trevor Schulte
Assistant Editor: Luc Giddens
Assistant Editor: Luke McIntosh
VFX/Animation Company: Chemical Effects
Senior Executive Producer: Sandy Beladino
Producer: Liz Lydecker
Senior Flame Artist: Shauna Prescott
Flame Assistant: Jorge Tanaka
Head of 3D: Mat Stevens
Telecine Company: The Mill - LA
Music Company: South Music
Head Of Production: Dan Pritkin
Creative Director: Jon Darling
Composer/Arranger: Robin Holden
Sound Design Company: Barking Owl
Sound Designer: Michael Anastasi
Executive Producer/Creative Director: Kelly Bayett
Mix House: Play Studios
Executive Producer: Lauren Cascio
Assistant: Hermann Thumann

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