Crying baby quelled by DMX track in campaign promoting the Samsung Galaxy S10 ecosystem

Samsung’s summer campaign, which has just debuted in the US, highlights the connectivity of its Galaxy S10 ecosystem and features a couple trying to keep a baby happy and not crying through rap music.

The 45-second hero film, done in partnership with R/GA and directed by Sean Meehan of Arts and Sciences, highlights Samsung’s partnership with Spotify and features two young parents who discover they can pacify their crying baby with help from rapper DMX and Samsung’s ecosystem of products.

As the exhausted parents try to quiet the baby, a call comes in on the mother’s Galaxy Watch Active to the tune of Party Up by DMX. When the father realizes that the quick call quieted the baby momentarily, he starts playing the tune on his Galaxy S10+. The two then spring into action, getting the baby into a swing and switching the action to the Samsung TV. A brief hiccup as the music goes to the Galaxy Buds is remedied when the music is heard on both devices. Crisis averted.

Separate 10-second ads show individual features of the ecosystem through the actions of the couple, like music control, dual microphone technology, text without typing and answering your phone on your tablet.

The campaign includes a TV campaign, social videos, landing page, social ad units, out-of-home and print assets. This body of work is designed to showcase how the latest Galaxy S10+ works seamlessly with Samsung’s line of accessories and have consumers learn more about the lifestyle benefits of the products.

Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.