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.