W+K Portland Asks ‘Why?’ for Samsung Galaxy S7

By Erik Oster 

W+K Portland launched a new campaign for Samsung, promoting the new Samsung S7 with a star-studded launch spot.

The ad, entitled “Why?” features such celebrities as actor William H. Macy, hip hop star Lil Wayne, Houston Rockets shooting guard James Harden, Los Angeles Clippers coach Doc Rivers, and actor Wesley Snipes. “Why?” opens with the question “Why can’t I buy this weird, shaved-meat sandwich with my phone?” before questioning why a phone can’t be doused in champagne, have a battery that will last long enough to navigate out of scary woods and turn into a VR machine, to name a few. During the ad, Macy expresses his wish to be a brand spokesperson, seeming to fulfill the wish before it’s revealed it’s all a virtual reality experience. The spot made its broadcast debut last night during ABC’s Academy Awards coverage, making the most of its star power. W+K Portland’s campaign also includes two ads, “The Dark” and “Water” highlighting specific features of the Samsung Galaxy S7 and S7 Edge.

Creative Directors: Craig Allen/Jason Bagley
Copywriter: Andy Laugenour/Jarrod Higgins
Art Director: Croix Gagnon/John Dwight
Integrated Executive Producer: Erika Madison
Senior Producer: Alexei van Mourik
Account Team: Mimi Kim/Phil Williams
Executive Creative Directors: Mark Fitzloff/Joe Staples

Production Company: Arts & Sciences
Director: Matt Aselton
Executive Producer: Marc Marrie
Line Producer: Zoe Odlum
Director of Photography: Toby Irwin

Editorial Company: Arcade
Editor: “Why” “Gear VR” Geoff Hounsell
Editor: “Champagne” “Elephant” Greg Scruton
Post Producer: Adam Becht
Post Executive Producer: Nicole Visram


VFX Company: The Mill
VFX Supervisor: Glyn Tebbutt
Flame Lead: Robin McGloin
Flame Artists: Brad Scott, Narbeh Mardirossian, Adam Lambert, Anthony Petitti, Ashley Forbito, Brett Lopinsky, Krysten Richardson, Steve Gibbons, Tim Davies, Steven Olson
Sr. VFX Producer: Chris Harlowe
VFX Production Coordinator: Mary Hayden
Color Producer: Diane Valera
Colorist: Adam Scott
Titles/Graphics: Mill+

Music+Sound Company: duotone audio group
Managing Director: David Leinheardt
Executive Producer: Ross Hopman
Creative Director: Jack Livesey
Producer: Gio Lobato

Mix Company: Lime
Mixer: Sam Casas/Rohan Young
Producer: Susie Boyajan