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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

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

20/11/2018
Advertising Agency
New York, USA
219
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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.







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