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By Audrey Kemp, LA Reporter

July 10, 2024 | 2 min read

In a cinematic new ad by BBH USA, Samsung’s Galaxy AI becomes a young skater’s real-time translator, helping him make new friends around the globe.

When it comes to globetrotting and making friends worldwide, Samsung’s latest campaign asks in every language imaginable, “Can I Kick It?”

In a world where travel and exploration are treasured by Millennials and Gen Z, language barriers often put a damper on spontaneous connections. According to GWI Global’s research, 81% of these adventurous souls feel held back by not being a polyglot.

Enter Samsung Global’s Galaxy AI, the translator companion for the modern explorer. Partnering with BBH USA, Samsung unveils ‘The Next Big Thing Is You,’ a heartwarming commercial featuring a skateboarding teen weaving through global cultures, skateboard in hand and Galaxy AI at the ready.

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Set to A Tribe Called Quest’s 1990 classic Can I Kick It?, the ad captures our protagonist asking cliques of various nationalities if he can join in on their activities. How? With Galaxy AI translating his friendly query into various tongues.

“We’re using music in a new way to show the translation capabilities of Galaxy AI,” said Ryan Paulson, global executive creative director at BBH USA. “But ultimately, this is about something bigger – how that technology opens connections with others. It’s a story of inclusiveness.”

The campaign, slated to run across global broadcasts and digital platforms, premieres today at Samsung’s Unpacked event in the Louvre, Paris. Amid the unveiling of cutting-edge gadgets – foldable phones, earbuds and the innovative Galaxy Ring health wearable – Samsung aims to steal the show with a message of unity through innovation.

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