Ad of the Day: Samsung

Kids at a graduation pool party get their feet wet with the cool-infused Galaxy S4

Some smartphones are smarter than other smartphones," Samsung proclaims in this new 90-second spot, which aired Thursday night on Conan. But mostly, some smartphones appear to be younger than other smartphones. Every adult at this graduation pool party has an iPhone, and every kid has a Samsung Galaxy S4—just like the real world, where iPhone popularity is plummeting and…

No, I'm sorry, that's not happening. But you can't blame Samsung for trying. A company that comprises 20 percent of the GDP of South Korea has a lot of mouths to feed, to say the least.

This is a good ad, but it is a little strange that there's only one joke feature in an ad about really neat stuff that actually does seem kind of off the wall and science fictional. Smellable photos aren't coming out until the GS6, at the soonest. (The phone does all the other stuff, though, right? I mean, I used to have a Palm Pilot that could turn on the TV. God, I'm old, you guys. Like, iPhone old.) I'm also not entirely clear on what the hovering-finger text-reading thing actually is.

72andSunny's best idea here is the music, a plucked-string, piano and viola combo that points up the humor and easily accommodates breaks for punch lines. The casting is good, too, especially the girls by the pool and every one of the parents, who are all very game about playing baby-boomer cluelessness.

As a devoted Apple denialist, I am always up for a few cheap shots at the iPhone. But this ad actually has more on its mind than "Apple users are cultists," which was the point of its very funny campaign for a while. Now, Samsung is actually emphasizing the features of the phone itself, which is … yes, I'm going to definitively call that a good idea.

Here are two more spots. The first will break Tuesday on TV; the second is online only for now.


Client: Samsung Telecommunications America

Project: GS4 Launch Campaign

Agency: 72andSunny

John Boiler CEO, Partner

Jason Norcross Executive Creative Director

Matt Heath Creative Director, Writer

Jason Ambrose Creative Director, Designer

Allison Hayes Sr. Designer

Jason Pollock Lead Writer

Robert Teague Designer

Sam Baerwald Director of Film Production

Angelo Mazzamuto Senior Film Producer

Esther Perls Film Producer

James Townsend Group Brand Director

Andy Silva Brand Manager

Nadia Economides Brand Coordinator

Production: Epoch Films

Michael Downing Director

Melissa Culligan Executive Producer

John Duffin Executive Producer

Francie Moore Line Producer

Editorial: Arcade Editorial

Christjan Jordan Editor (Graduation Party)

Will Hasell Editor (Graduation Photo, Boarding)

Andrew Legget Editor (Swaddle Master, Quick Snooze, Remotely Interested)

Damian Stevens Managing Partner

Nicole Visram Executive Producer

Kirsten Thon-­Webb Producer

Trevor Schulte Assistant Editor

Luc Giddens Assistant Editor

Luke McIntosh Assistant Editor

VFX/Animation: Chemical Effects

Sandy Beladino Senior Executive Producer

Liz Lydecker Producer

Dan Lorenzini Lead Sr. Flame Artist

Shauna Prescott Sr. Flame Artist

Jorge Tanaka Flame Assistant

Mat Stevens Head of 3D

Telecine: The Mill Los Angeles

Gregory Reese Colorist (Graduation Party, Graduation Photo, Easy Mode)

All other spots TBD

Music: South Music

Dan Pritkin Head of Production

Jon Darling Creative Director

Robin Holden Composer/Arranger

Sound Design: Barking Owl

Michael Anastasi Sound Designer

Kelly Bayett Executive Producer/Creative Director

Mix House: Play Studios

John Bolen Mixer

Lauren Cascio Executive Producer

Hermann Thumann Assistant