72andSunny Amsterdam Unpacks Samsung Over the Years

By Erik Oster 

72andSunny Amsterdam launched a new spot for Samsung, taking a look back at the many different devices the company has released over the years.

Entitled “Unpacking Samsung,” the 90-second spot opens with a man taking Samsung’s first mobile phone, the SH-100 (released in 1988) out of a big Samsung box. He then unpacks the next three evolutions of the mobile phone out of the behemoth before the scene switches to a team working on the world’s first watch phone. A girl watching Ren and Stimpy then takes the “world’s smallest TV phone” out of her television. The ad goes on to celebrate several other milestones in the history of the brand, including the first 3G call from Everest and the release of the Samsung Gear S2 and Occulus Rift. All the while, the transitions between segments and unpacking of different devices is seamless, clever and well-shot by directors Asif Mian and Bob Partington, ending with a look toward the future (and the stars) with the line “We know where progress will take us.”  The ad arrives ahead of the February 21 release of the Samsung Galaxy s7, so the look back at the brand’s history is timed to stoke interest in the new device, but it also makes a good case for the brand’s innovations over the years. It may not convert any Apple fans, but the entertaining look at Samsung’s history could nudge viewers contemplating their next upgrade to choose the s7. 

SVP, Global Head Brand Integrated Marketing: Pio Schunker
Director, Launch Marketing Group, Mobile Comm: Sonia Chang
Senior Marketing Manager, Launch Marketing Group: Yeji Kim
Marketing Manager, Launch Marketing Group: Lloyd J. Kim
Marketing Manager, Launch Marketing Group: Noo Ree Hur
Marketing Manager, Launch Marketing Group: Sophia Jang

Agency: 72andSunny Amsterdam
Executive Creative Director: Carlo Cavallone
Executive Creative Director: Stuart Harkness
Creative Director: Matt Heck
Senior Writer: Andy Johns
Designer: Domingo de la Villa
Managing Director: Nic Owen
Group Brand Director: Brendan Bell
Brand Director: Hanna Pettit
Brand Manager: Rico Oyejobi
Brand Coordinator: Maaike Baan
Brand Coordinator: Amandine Decourcelle
Business Affairs Manager: Jaime Szefc
Business Affairs Coordinator: Selam Kehishen
Group Strategy Director: Tom Johnston
Strategy Directors: Maria Galleriu, Elena Lonita
Director of Production: Stephanie Oakley
Film Producers: Peter Williams, Jennifer Cursio


Production Company: 1st Ave Machine
Directors: Asif Mian and Bob Partington
Executive Producer: Isabella Parish
Producer: David Stewart
DOP: Manel Ruiz
Production Manager: Kerry Smart
Production Designer: John Beard
Art Director: Jiri Matura
Costume Designer: Rebecca Hale
Make Up / Hair Designer: Darren Evans

Editorial: Cut+Run, London
Film Editors: James Rose, Jack Singer

2D Lead Compositor: Ricky Weissman
2D Artists: Dirk Riesenfeld, Tom van Dop, Dan Sanders, Lise Prud’homme, Julia Caram
DMP: Vincent van der Klaauw
3D Lead: Amir Bazazi
3D Artists: Ross McCabe, Luca Maccarrelli
3D Previs: Kitty Lin
Motion Design: James McIver
Colourist: George Kyriacou
Baselight Assist: Kennedy Dawson
VFX Supervisor: Jim Radford
VFX Producer: Gwenn Hardoui
VFX Line Producer: Edwin Elkington

Music Publisher: Warner Chappell
Record Company: Warner Music Group
Composers: Michael James Kerr and Benjamin Peter Thatcher
Artist, Song Name: Royal Blood, ‘Figure It Out’

Audio Post Production: Wave Studios Amsterdam and Factory
Mix: Alex Nicholls-Lee
Mix Audio Post Producer: Ben Tomlin
Sound Designer: Phil Bolland
Sound Design Audio Post Producer: Lou Allen

Starry Sky/VR Shot: Vincent Brady Nocturnal Photography