Home Gallery Video Samsung (UK) Right Up Our Street Samsung Positions Galaxy Alpha as the Phone for Hip Young Brits in Lily Allen Ad New Campaign Celebrates U.K. Youth Culture Published on Sep 22, 2014 Editor's Pick 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. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateSep 22, 2014Agency:Cheil U.K.Client:Samsung (UK)Creative Director:Dave NewboldCreative Director:Jim EyrePlanner:Tony EvansPlanner:Jason KiddAgency Producer:Alex DavisMedia Agency:Starcom MediaVestDirector:Josh & XanderProduction Company:RadicalMediaProduction Company Executive Producer:Ben SchneiderDOP:Ross McLennanPost Production Company:Absolute PostAudio Post Production:Universal Music PublishingEditor:Paul WattsProducer:Josh Barwick Tagstelecom/mobile phones CategoryTVC Industrytelecommunications GenreCelebrity Latest Creativity News on Ad Age Creativity Top 5: The Best Brand Ideas of the Past Week English and Gartrell Join Deutsch, AKQA Hires Uttley Anomaly Taps Award-Winning Creatives on Dove, Burger King to Lead L.A. Office Related work Samsung (UK): Accidents Fold7 Samsung (UK): Christmas All Wrapped Up Cheil U.K. Samsung (UK): Christmas Round Ours Cheil U.K.