Ad of the Day: Samsung Will Be There on the Most Mysteriously Wonderful Day of Your Life

R/GA's charming fantasy

Headshot of Tim Nudd

We wrote about a Kia ad recently in which Blake Griffin was "in the zone," which turned out to be literally a heavenly place, a fantasy mind-space in the clouds, where he was the most relaxed he could be. But this new Samsung ad from R/GA does Kia one better, showing an ordinary man who has found "the sweet spot," where all of life is charmed, and eventually is enhanced by a very special Samsung audio speaker.

The man's name is Edwin Balldinger, and he's about to enjoy a day unlike any other, where everything mysteriously goes his way. And to cap it off, an unlikely delivery turns his home into an aural paradise.

The spot is written in that posh, eccentric style seen most recently in Design Army's Wes Anderson-like optometrist spot. Chromista director Marcelo Burgos does a fine job with the absurd premise, weaving touches of humor into the dreamworld that give it its charm.

Just not totally sure that's the perfect hair.


Client: Samsung

Director, Digital Brand Marketing: John T. Field

Senior Marketing Manager: Erin Riggins

Agency: R/GA, New York

Group ECD, Writer: Al Patton

Senior Producer: Diego de la Maza

Account Director: Lauren Mandel

Account Producer: Genevieve Sugalski

Director: Marcelo Burgos, Chromista

Editorial: Whitehouse Post

Editor: Alaster Jordan

Assistant Editor: Cole Koesterer

Producer: Samantha Havas

EP: Lauren Hertzberg

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: November 12, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT