Will virtual reality headsets be the big Christmas gift of 2016? Samsung' s holiday spot, showing real people unwrapping its Gear VR headsets under the tree and trying them out for the first time, is a convincing effort to make them so.
Building on its "All the Feels" spot which aired in September from the same agency and director (Preacher and Smuggler's Henry-Alex Rubin), the film captures the surprise and delight experienced by the recipients, though we don't get to see what they're watching. This time they're surrounded by friends and family, who share in their palpable delight. In a bid to engage a mainstream audience with the technology, some of the people trying the headsets - for example grandparents and middle-aged moms -- are far removed from what you'd think of as the natural target audience for VR so far, but they love it just the same.
The film backs a wider campaign that includes a special Black Friday deal, starting on Thanksgiving through Nov. 28. Customers who buy a Galaxy S7 or Galaxy S7 edge will receive a Gear VR gift pack, including a free Gear VR plus bonus content from Oculus. Samsung is also planning to launch a VR experience providing an immersive new take on Santa's sleigh ride in the run-up to the holidays.