72andSunny launched a global campaign for Samsung, entitled “Next Is Now,” introducing the Galaxy S6 and Galaxy S6 Edge with the 60-second spot “Anticipation.”
The opening of the spot focuses on moments of anticipation: the curtain about to go up on a ballet, the line of scrimmage before the snap, the second before drop on an amusement park ride, British singer-songwriter Rita Ora in the studio about to record. These scenes are chosen to stand in for the reveal of the new Galaxy S6, which the brand undoubtedly feels for what it characterizes in AdAge as one of its biggest launches in recent years. Around the midway point of the ad, someone opens a box containing the new device, and the remainder of the spot focuses on its moments of anticipation being fulfilled. The global effort also includes digital, experiential, OOH and retail efforts.
Samsung teased the release of the S6 last month, with a 30-second spot from McKinney. 72andSunny’s most recent effort for the cleint was a pair of 90-second ads promoting Samsung’s SUHD TVs for the Oscars starring Keegan-Michael Key and Jordan Peele.