Agency: BBH NY
Client: Samsung
Date: Oct 2019
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We all have mobile phone problems. From batteries dying to download speeds and storage issues, there are plenty of daily struggles with our devices.

Samsung has encapsulated those frustrations in a series of light and humorous ads touting the features of the Galaxy Note10. In ‘Serious tech, playfully told.’, the digital and social 15s hit issues that face those who use their mobile devices for work, like the need for more battery life, more storage space, better security, better mobile care and faster download speeds and how the Note10 succeeds at overcoming those pain points.

Created by BBH NY, the ads speak to both Samsung owners and non-owners. For owners, the Note10’s 24-hour battery life is seen as a boon to those using their phones at work, as a man using his stylus writes down during a series of useless meetings “why are we here”. Storage issues are highlighted by repeat texts with multiple downloads, and download speed is addressed during a pre-flight rush.

Other trouble points hit are dropped phones, remedied by Samsung Care+, cloud access, security from sharing embarrassing photos and videos, and losing work due to low battery.


Samsung Credits:

Pio Schunker, Executive Vice President, Head of Global Brand Marketing, Mobile Communications Business

Sonia Chang, Vice President, Global Brand Marketing, Mobile Communications Business

Luciana Kim, Director, Global Brand Marketing, Mobile Communications Business

Yoonie Park, Senior Manager, Global Brand Marketing, Mobile Communications Business

Lawrence Kang, Manager, Global Brand Marketing, Mobile Communications Business

Youngeun Kang, Manager, Global Brand Marketing, Mobile Communications Business



Chief Creative Officer – Gerard Caputo

Executive Creative Director, Head of Creative – Jonathan Mackler

Associate Creative Director/Copywriter - Liz Loudy

Creative Director/Copywriter – Lucas Bongioanni

Art Director - Lance Ferguson

Creative Director/Art Director - Jackie Anzaldi

Head of Production - Brooke Kaylor

Executive Producer - Jason Souter

Executive Producer - Peter Williams

Director of Business Affairs - Librado Sanchez

Managing Director - Brett Edgar

Group Account Director – Dan Wallace

Account Supervisor – Lucie Kittel

Account Manager – Cris Flores

Associate Account Manager - Becky Tanner

Managing Partner – John Harrison

Comms Strat Director - Zack Green

Project Manager - Cameron Wells

Production Company:


Director - Henry Selder

Executive Producer – Emma Wilcockson

Line Producer – Barry Hughes

Director of Photography – Mark Bliss


Rock Paper Scissors

Editor – Dan de Winter/ Anne-Laure D’hooghe

Executive Producer – Eve Kornblum

Post Producer – Shayna Rubin

Asst Editor – David Bryen/Ollie Nevin

Visual Effects:

The Mill

Executive Producer - Andrew Somerville

Senior Producers - Mandy Harris, Colin Blaney

Producer - Sue Yee Hubbard

Project Coordinator - Will Jellicorse

Production Coordinator - Roberto Herrera

Line Producer - Sarvesh Are

Production Coordinator - Shivangi Mehta

Creative Director - Nathan Kane

2D Lead Artist - Kevin Quinlan/Jeff Robins

Compositing Lead - Maheshwaran Chandrasekaran,

2D Artists - Nasser Mandavi, Fabien Coupez, Sungeun Moon,Roger Cerqua, Jade Kim, Dan Bowhers, Tara Holland,Aravind Mani,

Gangadharam Raja, Mangesh Borkar, Nehal Desai, Samarendra Lenka

Clean Up Leads - Nithin Babu, Prajeesh E

Clean Up Artists - Madhana Gopala, Rahul Bhardwaj,Yogesh Sarwa

Paint Artists - Jhoshidh T, Madhana Gopala, Pradeep Kumar Rawat, Rahul Bhardwaj, Yogesh Sarwa

Tracking Supervisor - Senthil Murugan Balasundaram

Tracking Lead - Murali Krishna Reddy

Tracking Artists - Gokul Navaneethan, Sathyaraj A

Design - Jeff Buoncristiano, Dom Han, Paul Sue


The Mill

Colorist – Adam Scott

Audio Mix:

Sound Lounge

Mixer – Tom Jucarone

Executive Producer – Alicia Rodgers



Perez Prado

(on “Powerfuller”/”In Flight Entertainment”/”Final Final Final Presentation”/24 Hr Battery”)

“In the Hall of the Mountain King”

(rendition by) Human

(on “Oops”/”Likely”/”Cloud”/”Losing”)

“The Captain Speaks V03”

Elias Music

(on “Captain Speaking”)