Samsung: Super Slow-Motion
Samsung sought to highlight the Galaxy Ace's social connectivity features to a young, energetic audience. The client wanted to demonstrate how the phone could facilitate real-world interaction and shared experiences, moving beyond typical feature-focused advertising to inspire collective joy and connection.
Creative Idea
Individuals secretly coordinated a spontaneous flash mob using their Samsung phones.
Samsung showcased the Galaxy Ace's ability to foster real-world connection and shared experiences by having diverse individuals secretly coordinate a vibrant flash mob via their phones, culminating in a joyful, unified performance that encouraged others to "SHARE THE FUN!" This demonstrated the phone as a tool for collective, spontaneous celebration.
The Tech That Outpaced Professional High Speed Cameras
A Three Layer Stacked Sensor
To achieve the signature 960 frames per second capture, Samsung engineered a three - layer stacked image sensor equipped with a dedicated DRAM chip. This hardware allowed the Galaxy S9 to process data four times faster than previous models. A critical production hurdle was human reaction time - capturing a 0.2 - second burst manually is nearly impossible. The solution was an Auto - Triggering motion detection box, a feature The Slow Mo Guys noted was more advanced than the manual triggers on many professional high - speed cinema cameras.
Remixing the Everyday Experience
The campaign, led by Leo Burnett Chicago, shifted smartphone marketing from technical specs to creative expression. Beyond the hardware, the "Remix" aspect focused on post - production, offering 35 background tracks and the ability to export clips as loop, reverse, or swing GIFs. The soundtrack, "No Games" by Kenyan - Norwegian rapper Stella Mwangi, was a last - minute discovery by music supervisors at a private L.A. listening party just weeks before the global launch.
Massive Reach and Market Reality
The digital strategy relied on high - volume content, with BuzzFeed and The Dodo producing over 30 unique pieces that reached hundreds of millions of viewers. While the "Remix Your Everyday" spot hit #4 on the YouTube Ads Leaderboard and drove a 10.9% lift in consideration among the 18 - 34 demographic, the commercial success was mixed. Despite the marketing blitz, Q2 2018 shipments fell to 9 million units, marking the first time in the series' history that second - quarter sales were lower than the first.
Creative Strategy Deconstructed
Company
Samsung had the technology to enable seamless communication and coordination, making collective, spontaneous events possible.
Category
Mobile phone advertising often focused on individual features or aspirational lifestyles, not collective, real-world spontaneous action.
Customer
The audience desired authentic social connection and shared, joyful experiences beyond just digital interactions.
Culture
Flash mobs were a rising cultural phenomenon, representing spontaneous, collective expression and community building.
Company
Samsung had the technology to enable seamless communication and coordination, making collective, spontaneous events possible.
Category
Mobile phone advertising often focused on individual features or aspirational lifestyles, not collective, real-world spontaneous action.
Strategy:
Leverage emerging cultural phenomena to demonstrate product's ability to foster real-world collective experiences.
Customer
The audience desired authentic social connection and shared, joyful experiences beyond just digital interactions.
Culture
Flash mobs were a rising cultural phenomenon, representing spontaneous, collective expression and community building.
Strategy:
Leverage emerging cultural phenomena to demonstrate product's ability to foster real-world collective experiences.
Strategy Technique
Dramatize the Invisible Benefit
The campaign dramatized the Samsung Galaxy Ace's invisible benefit - its power to connect people for real-world, spontaneous coordination. By showcasing a flash mob, it made the phone's role in fostering collective joy tangible and exciting.
Explore Technique
Creative Technique
Entertain the crowd
The campaign used a flash mob to surprise and delight passersby, showcasing the phone's role in coordinating a vibrant public performance. This engaging spectacle effectively demonstrated the product's ability to connect people for shared, joyful experiences.
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Craft Breakdown
This campaign's craft is exceptional in its ability to transform everyday public spaces into a stage for joyful expression, primarily through its energetic performance and clever art direction. The synergy between the music and the choreography is also a key differentiator.
The diverse and energetic dance performances, encompassing various styles and showcasing excellent synchronization and individual expression, are central to the campaign's impact and delight.
The thoughtful costume design, featuring quirky and expressive outfits, effectively creates distinct characters that stand out in the urban landscape and contribute to the ad's whimsical charm.
The dynamic camera work, including tracking shots, wide angles capturing the entire scene, and close-ups on reactions, effectively communicates the energy of the dancers and the surrounding environment.
The selection of an upbeat and driving electronic track is instrumental in setting the energetic mood, unifying the diverse dance styles, and making the flash mob feel cohesive and exhilarating.
The magic of this campaign truly comes alive through the seamless synergy between the infectious music, the vibrant and expressive performances, and the unexpected integration of these elements into ordinary public spaces.
