Ad of the Day: Samsung

Some smartphones are smarter than other smartphones," Samsung proclaims in this new 90-second spot, which aired Thursday night on Conan. But mostly, some smartphones appear to be younger than other smartphones. Every adult at this graduation pool party has an iPhone, and every kid has a Samsung Galaxy S4—just like the real world, where iPhone popularity is plummeting and… No, I'm sorry, that's not happening. But you can't blame Samsung for trying. A company that comprises 20 percent of the GDP of South Korea has a lot of mouths to feed, to say the least. This is a good ad, but it is a little strange that there's only one joke feature in an ad about really neat stuff that actually does seem kind of off the wall and science fictional. Smellable photos aren't coming out until the GS6, at the soonest. (The phone does all the other stuff, though, right? I mean, I used to have a Palm Pilot that could turn on the TV. God, I'm old, you guys. Like, iPhone old.) I'm also not entirely clear on what the hovering-finger text-reading thing actually is. 72andSunny's best idea here is the music, a plucked-string, piano and viola combo that points up the humor and easily accommodates breaks for punch lines. The casting is good, too, especially the girls by the pool and every one of the parents, who are all very game about playing baby-boomer cluelessness. As a devoted Apple denialist, I am always up for a few cheap shots at the iPhone. But this ad actually has more on its mind than "Apple users are cultists," which was the point of its very funny campaign for a while. Now, Samsung is actually emphasizing the features of the phone itself, which is … yes, I'm going to definitively call that a good idea. Here are two more spots. The first will break Tuesday on TV; the second is online only for now. CREDITS Client: Samsung Telecommunications America Project: GS4 Launch Campaign Agency: 72andSunny John Boiler CEO, Partner Jason Norcross Executive Creative Director Matt Heath Creative Director, Writer Jason Ambrose Creative Director, Designer Allison Hayes Sr. Designer Jason Pollock Lead Writer Robert Teague Designer Sam Baerwald Director of Film Production Angelo Mazzamuto Senior Film Producer Esther Perls Film Producer James Townsend Group Brand Director Andy Silva Brand Manager Nadia Economides Brand Coordinator Production: Epoch Films Michael Downing Director Melissa Culligan Executive Producer John Duffin Executive Producer Francie Moore Line Producer Editorial: Arcade Editorial Christjan Jordan Editor (Graduation Party) Will Hasell Editor (Graduation Photo, Boarding) Andrew Legget Editor (Swaddle Master, Quick Snooze, Remotely Interested) Damian Stevens Managing Partner Nicole Visram Executive Producer Kirsten Thon-Webb Producer Trevor Schulte Assistant Editor Luc Giddens Assistant Editor Luke McIntosh Assistant Editor VFX/Animation: Chemical Effects Sandy Beladino Senior Executive Producer Liz Lydecker Producer Dan Lorenzini Lead Sr. Flame Artist Shauna Prescott Sr. Flame Artist Jorge Tanaka Flame Assistant Mat Stevens Head of 3D Telecine: The Mill Los Angeles Gregory Reese Colorist (Graduation Party, Graduation Photo, Easy Mode) All other spots TBD Music: South Music Dan Pritkin Head of Production Jon Darling Creative Director Robin Holden Composer/Arranger Sound Design: Barking Owl Michael Anastasi Sound Designer Kelly Bayett Executive Producer/Creative Director Mix House: Play Studios John Bolen Mixer Lauren Cascio Executive Producer Hermann Thumann Assistant

Brand Marketing

Ad of the Day: Samsung

Kids at a graduation pool party get their feet wet with the cool-infused Galaxy S4

Sam Thielman

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Sam Thielman