DDB Stockholm Predicts Future for Samsung

By Erik Oster 

DDB Stockholm followed up Samsung’s “Is This the Next” campaign with a series of spots featuring those who deal in predicting the future promoting the new Samsung Galaxy S6.

Among these is Orange, a harbor seal at the Maritime Aquarium in Norwalk, Connecticut, who has a penchant for predicting events like the Oscars and the Super Bowl. In a 2:30 online spot, viewers are introduced to Orange, who then makes some predictions about Samsung’s new device via selecting random technical specs scattered throughout her environment. Her predictions include “Fast charging,” “Flat on both sides,” and “Camera with 10MP front, 1 MP back.” Following the predictions, the text “Prediction time is over” appears onscreen, followed by the “Next Is Now” tagline. Two other spots in the “Predicting the Next” campaign feature human psychic Barbara Mackey and astrologer Michael Lutin. All of the spots were shot on location without actors.

The effort is just part of the Samsung’s huge “Next Is Now” global campaign pushing the new Galaxy S6 and Galaxy S6 Edge, which also includes the 60-second “Anticipation” spot from 72andSunny.