R/GA Showcases People Who Shouldn’t Get the New Samsung Galaxy

By Erik Oster 

R/GA launched an “Upgrade to Galaxy” campaign for Samsung, which focuses on the select few types of people who shouldn’t upgrade to the new Samsung Galaxy.

That includes the teenage girl in “Unimpressed” whose response to the aurora borealis seems to amount to a big “meh.”

You also shouldn’t grab the new Samsung Galaxy if what you’re really after is a burner phone. Duh.

Then there’s the soap opera obsessed guy who really only needs basic cable, the old timer who doesn’t care about the internet, two (apparently stoned) dudes spacing out and staring at a blank screen and others. While plenty of campaigns note all the features of the latest model, R/GA instead opts to show the people who don’t need an upgrade as a more entertaining way to show why the rest of us might want to.

Agency: R/GA
Nick Pringle: VP, Group Executive Creative Director
Steve Wakelam: Group Executive Creative Director
Ciaran McCarthy: Executive Creative Director
Erin Evon: Senior Art Director
Jason Burke:Senior Copywriter
Ryan Parkhurst: Managing Director Client Services
Lisa Greenleaf: Group Director, Production
Jasmine Arakel: Senior Producer

Content Studio
Carol Powley: Executive Content Producer
Chris Detoy: Senior Content Producer
Alexandra Redd: Associate Video Editor
Claire Dorwart: Associate Content Producer

Production Co: Radical Media
Director: Steve Miller
Cinematographer: Peter Donahue
Executive Producer: Gregg Carlesimo
Producer: Carla Tate

Edit House: Mackcut
Editor: Gavin Cutler
Assistant Editor: Pamela Petruski
Audio Mix & Sound Design: Sam Shaffer

Color: The Mill
Colorist: Mikey Rossiter
Music: Duotone
Executive Producer: Ross Hopman