NYC Kids Enjoy a Perfect Day, Thanks to Samsung, in This Relaxed W+K Ad

With much help from their gadgets

If nothing else, Wieden + Kennedy Portland's new slice-of-life spot for Samsung is an upbeat expression of the mobile-device panopticon we live in.

The spot follows a handful of photogenic New York City kids as they film themselves with their phones and Gear 360 cameras, and humorously introduce an older guy to virtual reality with a Gear VR headset that one kid just brought along for some reason. (There's something irksome to me about jumping into virtual reality when you're already outside.)

Also, another kid checks in with his mom via his Gear S3 watch and doesn't get absolutely brutalized with ridicule by his friends, which is a pleasant change from my generation.

So sure, the content is a little precious, and Nada Surf's half-asleep cover version of the Pixies' "Where Is My Mind?" doesn't help. But I like this ad's presentation otherwise. There's something charming about the wandering pace, and the way it's shot and lit makes it feel both nostalgic and modern at the same time.

Like a distant past where Samsung products didn't explode quite so much. 

CREDITS

Client: Samsung

Agency: Wieden + Kennedy, Portland, ore.

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