Snappy spots from R/GA and Radical Media director Steve Miller focus in on some unique personalities
Who should switch to Samsung Galaxy? Everyone…almost. Samsung and R/GA created “Upgrade to Galaxy,” a humorous new digital campaign that introduces viewers to the quirky few among us who absolutely should NOT upgrade to a new Galaxy phone.
There are no cool, in-touch millennials engaged with their Samsung phones here. Instead, we meet some characters whose unique personalities and lifestyles mean they’d have no use for our features like a better camera, faster processor, or longer lasting battery.
Whether it’s a guy who takes daytime television way too seriously in “Break Up,” a not-so-handyman who prefers self-repairs to functionality in “Fixer,” a perpetually underwhelmed teenager in “Unimpressed,” or someone who destroys phones regularly for potentially nefarious reasons – not everyone needs (or deserves) the best tech available—some people are okay with “okay”.
Everyone else should ‘Upgrade to Galaxy’, suggests the campaign.