Samsung Celebrates Millennial Sharing Culture in Galaxy A Spot

Light-hearted Campaign by R/GA Asks 'Why?'

By Alexandra Jardine. Published on Jan 03, 2016

Editor's Pick

In a spot promoting its Galaxy A series, Samsung takes a light-hearted look at the sharing culture of millennials, with a young female voiceover asking "why?" that generation does the things that they do: Instagramming meals and workouts, sharing moments that should strictly have stayed personal (like lying injured in a hospital bed) on social media, laughing at stupid animal videos, watching unboxing films on YouTube, indeed using phones for "anything but talking." It's not a criticism, as it turns out -- it's just "what we do."

Tool's John X Carey directed the spot, for creative agency R/GA. It will be accompanied by a print campaign.

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Jan 03, 2016
Sonia Chang
Senior Manager:
Yeji Kim
Brand Manager:
Bokyung Chang
Assistant Manager:
Woongki Kim
Associate Producer:
Yoonkyung Choi
Executive Creative Director:
Jay Zasa
Creative Director:
Martin Insua
Creative Director:
Ezequiel Soules
Director Film Production:
Kat Friis
Film Producer:
Michael Glennon
Executive Producer:
Lisa Greenleaf
SVP Managing Director:
Robin Forbes
Account Director:
Elizabeth Bourke
Group Planning Lead:
Dennis Claus
Creative Planner:
Allie Walker
Business Affairs Director:
Stephen Bernstein
Manager of Business Affairs:
Mister Brumfield
Production Company:
John X Carey
Matthias Koenigswieser
Line Producer:
Leslie Owen
Post Production:
Cut + Run
Gary Knight
Audio Post:
Mister Bronx
David Wolfe

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