Samsung Positions Galaxy Alpha as the Phone for Hip Young Brits in Lily Allen Ad

New Campaign Celebrates U.K. Youth Culture

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Samsung may be Korean, but in this new spot from Cheil U.K. promoting the Samsung Galaxy Alpha smartphone, it's all about being British.

The brand is positioning itself as the choice for hip young Brits with this love letter to British youth culture, asking questions such as "Is it something in the water that famously surrounds you?" and prominently featuring London-born singer Lily Allen, whose music is featured as the soundtrack. The one-minute spot manages to cram in a range of different accents and beards, and even a mention of the British weather as Allen cavorts around on stage showing off her British "swagger." It finishes by telling us that Samsung phones are "Britain's most popular phones." (We're just glad the Scottish independence referendum went the way it did or the whole thing might have had to be put on hold.)

The ad, which was directed by RadicalMedia duo Josh and Xander, kicks off a $16 million campaign for Samsung that also includes print, PR, search, social media, digital display and out-of-home.

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Sep 22, 2014
Cheil U.K.
Samsung (UK)
Creative Director:
Dave Newbold
Creative Director:
Jim Eyre
Tony Evans
Jason Kidd
Agency Producer:
Alex Davis
Media Agency:
Starcom MediaVest
Josh & Xander
Production Company:
Production Company Executive Producer:
Ben Schneider
Ross McLennan
Post Production Company:
Absolute Post
Audio Post Production:
Universal Music Publishing
Paul Watts
Josh Barwick
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