Samsung Electronics enters the new era of mobile AI with campaign via BBH Singapore launching the Galaxy S24 Series globally

BBH Singapore has unveiled a new campaign for Samsung Electronics that launches the Galaxy S24 Series globally. Powered by Galaxy AI, the Galaxy S24 Series takes the old ways and offers us a new effortless way. And once you’ve experienced it, there’s no going back.

 

With Galaxy AI leading the way in this new era of mobile AI, the S24 Series offers a new way to connect, create and get things done. Just like that. The campaign began with a teaser film, Galaxy AI is Coming, which celebrates Samsung’s long history of pushing the boundaries of what’s possible, from pioneering TV phones in 1999 to foldable phones in 2019.

The Galaxy S24 Ultra’s official film (above) introduces one of its hero features, Circle to Search, developed with Google.

Now, Samsung is unveiling a series of seven films spotlighting Galaxy S24’s most revolutionary features.

In one of the feature films, the viewer watches as a family persuades a visitor to “let grandpa win”a game of Janggi in an endearing demonstration of Galaxy AI’s ability to translate messages in an instant. In another, a lady giggles while watching her husband being attacked by a shower of water balloons in Instant Slow-mo. And in another film, an assistant effortlessly sums up her rambling boss with the help of Transcript Assist.

“Samsung is ushering in a new era of mobile AI with the release of the Galaxy S24 Series, which makes everyday experiences more epic. From awe-inspiring creativity to barrier-free communication, what better way to showcase the different ways Galaxy AI ignites new possibilities than with the launch of a multi-faceted global campaign,” says Sonia Chang, VP at Samsung Electronics.

Sascha Kuntze, Chief Creative Officer, BBH Singapore, adds: “Partnering with Samsung Electronics to launch a global campaign at this scale makes us very proud. This campaign ushers in a new era of mobile, but also a new era of advertising from this region, proving that world-class work can originate here in Singapore. Singapore’s talents, its diversity, cultural sensibility, and its drive for innovation is a unique advantage when it comes to launching products that debunk the status quo.”

Samsung and BBH Singapore have begun to roll out the next instalment: a social campaign made up of seven additional films focused entirely on Circle to Search with Google. Developed in partnership with Google, this flagship feature provides a new way for users to intuitively search for anything on their phones with only a simple gesture, and without switching apps.

This series will culminate in a 30-second montage showcasing the different ways Circle to Search will change behaviour, enabling new forms of discovery with a simple gesture.

Samsung’s global Galaxy S24 campaign will continue to roll out across social, digital, outdoor, and television this month.

 

Circle to Search series:
View the ‘Dinosaur’ spot
View the ‘Food’ spot

Credits
Agency: BBH Singapore
Publicis Creative Practice Lead for Samsung: Adam Arnold
Managing Director: Sid Tuli
Head of Growth: Goh Si Ying
Business Director: Abbas Zafar, Gabrielle Munro
Account Director: Sheryl Chua
Associate Account Director: Crystal Loo
Account Manager: Angel Fadila, Keren Goh
Account Executive: Jenessa Ong, Peixuan Soh
Chief Creative Officer: Sascha Kuntze
Head of Art, Creative Director: Gaston Soto
Associate Head of Art: Sid Lim
Creative Director: Charlene Chua
Associate Creative Directors: Michael Chin, Chin Wei Hao
Senior Copywriter: Ishan Venkat
Copywriter: Enkainia Lee, Judy Au
Senior Art Director: Amos Mak, Koon Hoong Muk
Art Director: Sixin Wu, Grace Wong

Head of Production Wendi Chong
Producer: Cheryl Tiah, Derri Ng

Head of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia Ong
Strategist: Meili Yeo

Production Companies (Condensed):
Academy Films UK
Albert Park Production
Final Cut
Fuse Adventures in Audio
Fuse Asia Sdn Bhd
Globetrotter
Immigrant
MJZ
ProdCo
Room 121 Seoul
Strings & Tins
TenThree UK
The Lift Mexico
The Mill LA
The Mill Seoul
The Mill London
The Quarry

Production Companies (Full List):
Teaser Film
Fuse Adventures in Audio
Globetrotter
Immigrant
Vegas Sphere Activation
Albert Park Production
Fuse Asia Sdn Bhd
The Mill LA
Amos Tan
Intro Film
Academy Films UK
The Lift Mexico
Room 121 Seoul
Strings & Tins
The Mill Seoul
The Mill London
TenThree UK
Feature Films

The Mill London
The Mill Seoul
MJZ
Final Cut
Strings & Tins
The Lift Mexico
CTS Montage

ProdCo
The Quarry
The Lift Mexico
Strings & Tins
Tammy Quah
Pang Wei Fong
The Mill London