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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Samsung Galaxy S7 Ads Tie Technology to Relatable Life Experiences

Global campaign features four new spots by Leo Burnett Chicago

Samsung debuted “Tween Pop,” a new spot by Leo Burnett Chicago. This is the first time Samsung is showcasing the full integration of Galaxy S7 devices including the S7 Edge, the Gear 360 camera and the Gear VR headset.

Instead of leaning into technical jargon to highlight these new Samsung innovations, Leo Burnett Chicago focused on a central narrative that weaves through “Tween Pop” and three other spots, “Friends,” “Sister” and “Sink.” The ads, all part of the global Galaxy S7 launch campaign, tell touching and familiar stories where Samsung devices create purposeful and emotional experiences.

This is Britt Nolan’s first work for Samsung since becoming chief creative officer of Leo Burnett USA.

In “Tween Pop,” a dad courageously braves throngs of screaming tweens at a boy band concert. His arm tirelessly props up a Samsung Gear 360 camera through the entire show. This heroic dad returns home to immerse his sick child into the concert she missed via a virtual reality experience.

“Tween Pop” was directed by John Hillcoat (“Triple 9”) and features pop band After Romeo, best known for the hit “Love on Lock.”

“We collaborated with the creative team to assess the music landscape to identify the ideal up-and-coming pop band for this wonderful story. Every major label is looking for the next One Direction, and I’d be thrilled if this commercial is part of a platform that gets After Romeo closer to that status,” said Chris Clark, director of music at Leo Burnett Chicago.

“Friends” reminds you of that person we all have in our lives – the one who never has cash and assumes a smile is an adequate form of payment. Samsung Pay is here to change that.

“Sink” plays on a familiar feeling, the waiting and wondering of a potential love interest who might, or might not, call you back. The S7 Edge’s water-resistant feature saves the day for this young man.

In “Sister,” a little girl is terrified of what might be lurking in the dark. Her older sister, with an S7 Edge in hand, uses the low-light photography feature to comfort her. “The smartphone camera that’s not afraid of the dark” reads the tagline.