By John McCarthy | Opinion editor

August 17, 2017 | 2 min read

Sand is coarse and rough and irritating and it gets everywhere, a trait identified and supposedly eradicated by Samsung for its new smartphone, the S8.

An absurd 15-second ad from Wieden+Kennedy sees the company is pitching the feature you never knew you never needed, for the mobile to be sand-proof. Last year Samsung went heavy on the water-resistant marketing for the S7 and now it has evolved its latest device to handle everything a beach can throw at it.

The work shows the mobile stuck to the back of a dazed sunbather on the beach, showing the durability of the Gorilla Glass shell that is purportedly scratch proof.

Samsung claims: “The sand and water-resistant Galaxy S8… made for summer.”

The device is scratch resistant and can handle depths of 1.5m of water for 30 minutes.

Leo Burnett Chicago has previously delivered the global push for Samsung, culminating in the 'Unbox your phone' and 'Ostritch' work.

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