R/GA, Kristen Bell and Dax Shepard Find Love ‘Inside the Fridge’ for Samsung Home Appliances

By Erik Oster 

R/GA launched a new campaign for Samsung Home Appliances with a digital spot starring IRL annoying AF couple Kristen Bell and Dax Shepard.

The pair also appeared in McKinney’s Crushing Dinner Parties with Samsung Home Appliances” for the brand last year (following their appearance in the agency’s “Home for the Holidays” spot for the Samsung Galaxy Tab S).

This time around, Bell and Shepard take a back seat to the contents of their fridge, who are busy pairing off in the animated spot. A group of eggs pines for bacon, peanut butter smooches jelly (wait, why is the peanut butter in the fridge?), lemon and lime lock lips while mustard and ketchup decide to grab a hot dog together. A lonely bottle of chocolate sauce wanders through the scene, as the couple seems to have forgotten to buy milk, playing rock-paper-scissors to decide who has to run back to the store.

We’re pretty sure the chocolate sauce would have gone fine with any of the other stuff, but we suppose milk does make more sense.

The Toy Story-esque scene is fun, with animation from Limbert Fabian and Brandon Oldenburg of Moonbot Studios, who worked on Chipotle’s “The Scarecrow” back in 2013. It’s also a good way to show off the screen that lets you look at contents inside the fridge, and the subsequent look inside at the zany characters within makes for a smooth transition.

Fans of Bell and Shepard’s previous appearances for the brand will find plenty to like here, while those who found high doses of the couple’s cutesiness a bit too much to handle may find that “in The Fridge” dials it back enough to stomach. Broadcast spots will follow in the coming weeks, and Bell and Shepard will return for an ad promoting the Front Load Washer later in the year, according to Adweek


Client: Samsung Home Appliances
Spot: “Inside the Fridge”
Agency: R/GA
Vice President, Group Executive Creative Director, Writer: Al Patton
Executive Creative Director, Visual: Qian Qian
Creative Director, Writer: Emily Zaborniak
Senior Art Director: Hector Gruyer
Senior Copywriter: Ben Peppernell
Vice President, Group Managing Director: Helder Santo
Group Account Director: Lauren Mandel
Planning Director: Mark Lester
Executive Production Director: Kat Friis
Executive Content Producer: Monique Veillette
Executive Producer, Digital: Charlie Shipman
Senior Business Affairs Manager: Joanne Rotella
Live Action: Independent Media
Director: Tucker Gates
Director of Photography: Janusz Kaminski
Line Producer: Denise Rocchietti
Animation: Moonbot Studios, Shreveport, La.
Directors: Limbert Fabian, Brandon Oldenburg
Producer: Wendell Riley
Executive Producer: Lampton Enochs
Animation Editor: Calvin O’Neal Jr.
Computer Graphics Supervisor: Megan Deane
Animation Supervisor: John Durbin
Head of Production: Trish Farnsworth-Smith
Marketing Director: Sara Hebert
L.A. Credits (Live Action/Film)
Editing: Cut and Run
Editor: Jay Nelson
Assistant Editor: Eli Beck-Gifford
Producer: Jared Thomas
Executive Producer: Amburr Farls
N.Y. Credits
Cut Downs Editor: Georgia Dodson
Assistant Editor: Nicole Berg
Producer: Evyn Bruce
Executive Producer: Rena Martin
Music: Beacon Street Studios
Composers: Danny Dunlap, Andrew Feltenstein, John Nau
Sound Design: Rommel Molina
Executive Producer: Leslie DiLullo
Color, Visual Effects: The Mill
Executive Producer: Melanie Wickham
Post Producer: Georgina Castle
Production Coordinator: Devan Maura Saber
2-D Lead: Jeff Robbins
2-D: Ashleigh Abramovich
Colorist: Fergus MaCall
Color Producer: Natalie Westerfield
Final Mix House: Sonic Union
Sound Mixers: Mike Marinelli, Rob McIver
Producer: Pat Sullivan