Advertising Samsung Wieden+Kennedy Portland

Samsung Galaxy S9 spot encourages makers by featuring prominent women in entertainment


By Kyle O'Brien | Creative Works Editor

March 2, 2018 | 4 min read

On this Oscars weekend, Samsung is celebrating the women who are helping to change the face of Hollywood and the entertainment industry by showcasing them in the latest spot for the Galaxy S9.

Rachel Morrison and Dee Rees

Rachel Morrison and Dee Rees for Samsung

History-making Academy Award nominee Rachel Morrison – the first-ever woman nominated for best cinematography – has teamed up with her ‘Mudbound’ director, Oscar nominee (adapted screenplay) Dee Rees to debut the new commercial for Samsung’s new Galaxy S9 and S9+ smartphones.

In the 60-second spot by Wieden+Kennedy, ‘Make it Yours,’ two young women decide to create something using Samsung’s Galaxy S9/S9+, but are unsure of how to begin the creation process. In steps a who’s who of stars, makers and influencers from YouTube to Hollywood, each of whom have defied their own personal barriers and learned valuable lessons in their careers, including Morrison, Rees, Issa Rae (HBO’s Insecure), YouTuber Akila Hughes, artist Shantell Martin, BMX athlete Nigel Sylvester, activist Molly Burke, beauty blogger Deepica Mutyala, actor Constance Wu, filmmaker Ann Lupo, tattoo artist and director James Spooner, and Taika Waititi, Maori actor and director.

Through their inspiration and guidance, the girls learn how they make it their own – whether it’s something beautiful, something awkward, something that makes people respect you, or something that makes history.

The spot is part of the company’s ‘Do What You Can’t’ campaign highlighting Samsung’s mission to “break barriers and fuel meaningful progress and do what can’t be done to achieve the impossible,” according to a release.

It goes on to say that the Samsung Galaxy S9 and S9+ are “designed for the ways we increasingly communicate and express ourselves with images, videos and emojis,” and are touted as the ideal device for inspiring every day creators who look to make every day moments epic.

'Make It Yours' will air during the 2018 Oscars broadcast and then run exclusively in digital media. Select creators will then tell their stories in social media following the Oscars broadcast using Galaxy S9/S9+.

Samsung: Make it Yours by Wieden+Kennedy

By Samsung

Overall Rating 4/5

Vote now
Advertising Samsung Wieden+Kennedy Portland

More from Advertising

View all


Industry insights

View all
Add your own content +