Samsung: Way Out by Leo Burnett

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.