W+K Portland Celebrates ‘A Perfect Day’ for Samsung

By Erik Oster 

W+K Portland launched a new spot for Samsung entitled “A Perfect Day,” which depicts a group of young friends making the most of a day together, and their Samsung devices.

Set to a Nada Surf cover of The Pixies‘ “Where Is My Mind,” the spot aims for a casual vibe as the friends check out a VR experience via Samsung Gear, film themselves skateboarding, pay for a bottle of water by utilizing Samsung Pay and more. It aims to incorporate the product demonstrations in relaxed way as Samsung is continually there to offer a way to make the most of the city and even talk to mom without getting off the bike.

The spot mostly succeeds at incorporating Samsung’s devices without making it feel too forced, but over the course of its over 90-second runtime it does stumble on occasion. For the most part, though, it’s a pretty solid format for showcasing a variety of Samsung capabilities to young viewers and something about the pacing and visual style just works. But will it be enough to make people forget about the company’s recent woes?

Client: Samsung
Agency: Wieden + Kennedy Portland
Group Creative Director: Craig Allen
Creative Directors: Micah Walker / Tim Roan
Copywriter: Wayne Kasserman
Art Director: Cameron Soane
Producer: Jules Brown
Account Team: Drew Widell / Denny Tran / Michael Devine
Strategy: Bruno Frankel / Tom Suharto / Jordan Aftanas
Media: Bobby Souers / Andrew Mears
Project Management: Laurie Holtz / Amanda Rudolph
Production Company: Anonymous Content
Director: Cary Fukunaga
Executive Producer: SueEllen Clair
Head of Production: Kerry Haynie
Producer: Terri Shafirov
Director of Photography: Darren Lew
Production Designer: Mara Schloop
Editorial Company: Arcade Edit
Editor: Brad Waskewich
Post Producer: Gavin Carroll
Post Executive Producer: Sila Soyer
VFX Company: The Mill
VFX Supervisor: Ilia Mokhtareizadeh
VFX Producer: Veronica Ware / Will Mok
Music + Sound Company: duotone audio group
Managing Director: David Leinheardt
Song: Pixies’ “Where Is My Mind” performed by Nada Surf
Producer: Gio Lobato
Mix Company: Sound Lounge
Mixer: Tom Jucarone