Samsung has adopted a down-to-earth vibe for its latest ad campaign, shunning the glitzy product-centric approach that defines electronics marketing in favor of an urban tone.
‘Way Out’ is a gritty piece championing freedom of choice – an allusion to the unrestricted ability to pair with non-Samsung products and a far cry from the walled garden of Apple’s services.
Crafted by Leo Burnett Israel, the film speaks to Gen Z audiences by promoting irreverence for rules-based behavior and throwing a spotlight on people who live unbeholden to societal norms while listening to Galaxy Buds2 and interacting with the Galaxy Watch4.
Likening both products as a gateway to your unfettered self, the piece subtly conveys how the technology is integrated within our day-to-day lives without the need to champion specific features.
Ami Alush, creative vice-president at Leo Burnett Israel, said: “You can connect wireless headphones or a smartwatch you bought from a competitor in the exact same way that you can connect your Galaxy watch or earbuds and still enjoy a perfect connection.“
Ronen Salem, Samsung Israel’s vice-president of marketing, adds: “Opening up your system and going open source is a gutsy move. So is giving your agency free rein to capture the truth of an isolated generation instead of overtly selling the product benefits of the Samsung ecosystem range.”
Imagining Samsung products as a ’portal’ of self-expression, the ad is supported by an electronic soundtrack written by Escapism.
Previous Samsung work saw the South Korean electronics multinational partner with the British Fashion Council as part of of its ’Samsung, but make it fashion’ series.
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