A veteran creative director, bemoaning the state of ads (ads you do) told me other day that they’re all about “information” these days. Clients insist on cramming everything in rather than letting the brand do the work.
Samsung is certainly essaying the former in this newish campaign from Wieden+Kennedy but the agency – to its credit – has stitched together a decent narrative too, of a nerdy tech-obsessed teenager and his bemused dad.
https://www.youtube.com/watch?v=eu38DtcUcmo
Shows it can be done despite self-imposed obstacles – even making “awesome” palatable, once you’ve watched the ad.
MAA creative scale: 8.
