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Samsung Ads Feature the Few Oddballs Who Shouldn’t 'Upgrade to Galaxy'

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Snappy spots from R/GA and Radical Media director Steve Miller focus in on some unique personalities

Samsung Ads Feature the Few Oddballs Who Shouldn’t 'Upgrade to Galaxy'
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.







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Post Production / VFX

Colourist: Mikey Rossiter

Grade: The Mill

Other

Sound Designer & Mix: Sam Shaffer

Creative Agency

Content Producer: Claire Dorwart (Associate)

Editor: Alexandra Redd (Associate)

Executive Producer: Carol Powley

Group Production Director: Lisa Greenleaf

Senior Content Producer: Chris Detoy

Senior Producer: Jasmine Arakel

Creative Agency: R/GA

Executive Creative Director: Ciaran McCarthy

Group Executive Creative Director: (VP) Nick Pringle, Steve Wakelam

Senior Art Director: Erin Evon

Senior Copywriter: Jason Burke

Production Company

Cinematographer: Peter Donahue

Director: Steve Miller

Executive Producer: Gregg Carlesimo

Producer: Carla Tate

Production Company: Radical Media

Music

Executive Producer: Ross Hopman

Music Company: Duotone

Offline

Assistant Editor: Pamela Petruski

Edit Company: Mackcut

Editor: Gavin Cutler

Genres: Comedy, People, Storytelling

Categories: Phones, Consumer Electronics

R/GA New York, Tue, 20 Nov 2018 10:56:14 GMT