Ad of the Day: Samsung

Dad may be the swaddle master but the kid has him beat in this Galaxy S4 spot

There is no one—and I mean no one—less cool than a new parent. The arrival of a newborn instantly transforms the late-night partier into a midnight feeder, and designer duds are a risky proposition in a new world awash in the byproducts of baby's digestion. And friends? They still do brunch, only you're not there anymore.

In its latest Samsung spot, targeting new dads (and women who coo over cute dads and babies), 72andSunny makes a hard left away from pushing the Galaxy S4 as the cool kids' alternative to the iPhone. In it, a new dad is on his own for the first time, trying to swaddle and calm his newborn son while Mom runs errands. She calls to make sure all is well as the baby fusses on a changing table, and Dad answers with the Galaxy's signature swipe of the hand. "We're having a dude's day here. We're fiiiine,” he says, perhaps a bit too emphatically. "You take the weekend if you want to!"

With one hand on the child, Dad can't type, but instead asks his Galaxy to search YouTube for swaddling tips. Voila! With the smartphone's help, he is quickly able to produce the perfectly swaddled son. Dad's relief is palpable, and a self-satisfied smile spreads across his face. The baby begins grinning, too—but for a different (and hilarious) reason.

Since last year, much of Samsung's marketing has been directed to touting the Galaxy as the super-advanced and ultra-cool alternative to that stodgy old iPhone your clueless mom and dad use. In this latest effort (somewhat reminiscent of this 2011 AT&T spot), the techy features are still center-stage, but it's the applicability of these features that is emphasized, not their buzz factor. This audience isn't showing off phone features to be cool or as a symbol of social status—rather, they are using them to immediately simplify their lives.


Client: Samsung

Agency: 72andSunny

CEO/Partner: John Boiler

Client: Samsung Galaxy S4

Executive Creative Director: Jason Norcross

Creative Director/Writer: Matt Heath

Creative Director/Designer: Jason Ambrose

Senior Designer: Allison Hayes

Lead Writer: Jason Pollock

Designer: Robert Teague

Director of Film Production: Sam Baerwald

Senior Film Producer: Angelo Mazzamuto

Film Producer: Esther Perls

Group Brand Director: James Townsend

Brand Manager: Andy Silva

Brand Coordinator: Nadia Economides

Production Company: Epoch Films

Director: Michael Downing

Executive Producer: Melissa Culligan

Executive Producer: John Duffin

Line Producer: Francie Miller

Editorial Company: Arcade Editorial

Editor: Andrew Leggett

Managing Partner: Damian Stevens

Executive Producer: Nicole Visram

Producer: Kirsten Thon-Webb

Assistant Editor: Trevor Schulte

Assistant Editor: Luc Giddens

Assistant Editor: Luke McIntosh

VFX/Animation Company: Chemical Effects

Senior Executive Producer: Sandy Beladino

Producer: Liz Lydecker

Senior Flame Artist: Shauna Prescott

Flame Assistant: Jorge Tanaka

Head of 3D: Mat Stevens

Telecine Company: The Mill – LA

Music Company: South Music

Head Of Production: Dan Pritkin

Creative Director: Jon Darling

Composer/Arranger: Robin Holden

Sound Design Company: Barking Owl

Sound Designer: Michael Anastasi

Executive Producer/Creative Director: Kelly Bayett

Mix House: Play Studios

Executive Producer: Lauren Cascio

Assistant: Hermann Thumann