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Samsung puts 'Alpha' people centre stage in Galaxy Alpha smartphone creative

Samsung is focusing on ‘Alpha people’ – trendy, confident young professionals who take pride in what they chose to do in life – in a new campaign promoting the Galaxy Alpha’s design.

Working with Cheil Worldwide, the 50 second creative follows three Alpha people, a stylist, a DJ and a designer, who use the Galaxy Alpha as part of their daily routine.

“We wanted to create something new, something that isn’t ‘Samsung’ as you know it,” said Wain Choi, global ECD at Cheil Worldwide. “For this, we wanted to turn our video into a graphical piece of art that every Alpha person would relate to.”

Directed by Nicolas Winding Refn, known for films ‘Drive’ and ‘Only God Forgives’ as well as his cult-following for his graphical visual imagery, unlike previous commercials the advert features only the phone’s elegant design, focusing on its metal frame, slim, light weight design, and variety of colours.

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