Samsung: Crazy by Wieden + Kennedy Portland
- Location:
Every January, fitness enthusiasts groan and roll their eyes at the onslaught of rookie gym-goers who’ve decided that this is the year that they’ll finally get serious about exercising.
So to kick off 2017, Samsung has rolled out a tongue-in-cheek campaign for its Galaxy S7 and wearable Gear Fit2 fitness band that it hopes will appeal to those who are trying to get back on the weight loss wagon.
In a one-minute spot, Wieden + Kennedy has opted for wry humor rather than the quasi-motivational clichés common in sports advertising. In the ad, gym-goers and others trying to get in shape comment on the many ridiculous things we put ourselves through during workouts, like climbing stairs to nowhere and paying money to be berated in front of peers.
But in the spirit of New Year’s resolutions and bettering oneself, Samsung is encouraging viewers to embrace the craziness that comes with losing a few pounds – and promises that the Gear Fit2 can help “make sense of it all” by organizing workouts and tracking progress.
Credits
Creative Directors: Craig Allen / Tim Roan / Micah Walker
Copywriter: Derek Szynal
Art Director: Robert Kendall
Executive Producer: Erika Madison
Producer: Jules Brown
Account Director: Mimi St. Gelais
Management Supervisor: Drew Widell
Account Executive: Tori Misell / Megan Riehl
Assistant Account Executive: Michael Devine
Group Strategy Director: Bruno Frankel
Strategy Director: Tom Suharto
Junior Strategist: Jordan Aftanas
Project Management: Laurie Holtz
Business Affairs: Karen Crossley/ Amber Lavender
Art Producer: Heather Hanrahan
Executive Creative Directors: Mark Fitzloff/Joe Staples/Susan Hoffman
PRODUCTION
Production Company: MJZ
Director: Steve Ayson
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Laurie Boccaccio
Production Supervisor: Yianni Papadopoulos
EDITORIAL
Editorial Company: Final Cut
Head of Production: Suzy Ramirez
Editor: Crispin Struthers
Producer: Ana Orrach
VFX
VFX Company: The Mill
Colourist: Adam Scott
2D Lead Artist: Adam Lambert
Producer: Daniel Midgley
Associate Producer: Karina Slater
VFX Supervisor: Kathy Siegel
MUSIC + SOUND DESIGN
Sound Company: duotone audio group
Managing Director: David Leinheardt
Executive Producer: Ross Hopman
Creative Director: Jack Livesey
Producer: Gio Lobato
MIX
Mix Company: Lime Studios
Mixer: Loren Silber
Executive Producer: Susie Boyajan
Audio Assistant: Mark Nieto
