W+K Portland, Samsung Admit That ‘Working Out Is Crazy’

By Erik Oster 

W+K Portland launched a new campaign for Samsung’s Galaxy S7 + Gear Fit2, built around the premise that “Working Out Is Crazy.”

The lighthearted “Crazy” gets to the heart of the message. “Working out is kind of crazy,” a woman remarks aloud while hanging upside down at her local gym. “We talk to ourselves out loud in repetitive fashion,” adds a bearded man lifting weights. Another woman is busy “climbing stairs to nowhere,” followed by a man who points out that he’s actually paying an adult to berate him in front of other adults. The spot ends with the line that, yes, working out is crazy, “but aren’t we all?” and the message, “Bring on the New Year.”

Other spots continue in the New Year-themed motivational vein.

In “Honey,” a man struggles out of the gate with his workout goals, but gets a little encouragement. In “Mannequin” a runner struggles to live up to unreasonable expectations. It’s a lighthearted take on the motivational approach, acknowledging that New Year’s resolutions can be hard to live up to and stick with past January while showing how it can be a little bit easier with Galaxy S7 + Gear Fit2 — even if you start by struggling to make it down the block.


Credits:
Client: Samsung
Agency: Wieden + Kennedy Portland
Ad: “Working Out Is Crazy”
Creative Directors: Craig Allen, Tim Roan, Micah Walker
Copywriter: Derek Szynal
Art Director: Robert Kendall
Executive Producer: Erika Madison
Producer: Jules Brown
Account Director: Mimi St. Gelais
Management Supervisor: Drew Widell
Account Executives: Tori Misell, Megan Riehl
Assistant Account Executive: Michael Devine
Group Strategy Director: Bruno Frankel
Strategy Director: Tom Suharto
Junior Strategist: Jordan Aftanas
Project Management: Laurie Holtz
Business Affairs: Karen Crossley, Amber Lavender
Art Producer: Heather Hanrahan
Executive Creative Directors: Mark Fitzloff, Joe Staples, Susan Hoffman
Production Company: MJZ
Director: Steve Ayson
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Laurie Boccaccio
Production Supervisor: Yianni Papadopoulos
Editorial Company: Final Cut
Head of Production: Suzy Ramirez
Editor: Crispin Struthers
Producer: Ana Orrach

VFX Company: The Mill
Colourist: Adam Scott
2D Lead Artist: Adam Lambert
Producer: Daniel Midgley
Associate Producer: Karina Slater
VFX Supervisor: Kathy Siegel
Sound Company: duotone audio group
Managing Director: David Leinheardt
Executive Producer: Ross Hopman
Creative Director: Jack Livesey
Producer: Gio Lobato
Mix Company: Lime Studios
Mixer: Loren Silber
Executive Producer: Susie Boyajan
Audio Assistant: Mark Nieto
Ads: “Honey,” “Mannequin”
Creative Directors: Craig Allen, Tim Roan, Micah Walker
Copywriter: Reuben Hower
Honey: Andy Ferguson
Mannequin: Derek Szynal
Art Director: Aramis Isreal
Honey: Brandon Mugar
Mannequin: Rob Kendall
Executive Producer: Erika Madison
Producer: Ricara Stokes
Account Director: Mimi St. Gelais
Management Supervisor: Drew Widell
Account Executive: Megan Riehl
Assistant Account Executive: Michael Devine
Executive Creative Directors: Mark Fitzloff, Joe Staples, Susan Hoffman
Strategist: Bruno Frankel
Project Management: Amanda Rudolph
Business Affairs: Anna Beth Nagel, Amber Lavender
Art Producer: Grace Petrenka

Production Company: Furlined
Director: Nick Ball
Senior Executive Producer: David Thorne
Head of Production: Rebecca Davis
Executive Producer: Steve Ross
Producer: Karen Chen

Editorial Company: Arcade
Editor: Geoff Hounsell
Assistant Editor: Laura Sanford/Andy Trecki
Executive Producer: Crissy DeSimone
Producer: Leah Carnahan, Adam Becht

VFX Company: Timber
Executive Producer: Sabrina Elizondo
Producer: Lauren Loftus

Songs:
Mannequin: “Hello New Day” by Johnson & Drake
Honey – “Jeans On” by David Dundas
Sound Company: Walker
Mix Company: Lime
Mixer: Sam Casas
Executive Producer: Susie Boyajan

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