What would you do if you were called beautiful? What would you do if someone stopped you in the street, with no indecency and just clear honesty, and told you that you were beautiful? How would you react?
Quite a few people have come out to test the question, and now smartphone manufacturer Samsung is joining their ranks.
With their new ad for their Samsung A8 and A8+, Samsung discoveries how everyday people react to a simple truth.
Everyone is beautiful.
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The reactions were both sad and uplifting. When told the person behind the camera, filmmaker Shea Glover, was taking photos of what she saw as beautiful, these were some of the reactions.
“Okay, why did you invite me?”
“I don’t know how to take a picture like that.”
“I don’t know, I don’t get called that that often.”
“Usually I get called ugly or something, so that’s a first.”
The brand’s video mixes together both a loving and emotional ride of emotions, all in perfect clarity with their A8 phone.
Targeting Generation Z
Samsung is tapping into Generation Z’s craving for authenticity in a new, international ad campaign for Samsung Galaxy A8, created by the Cheil Worldwide Network.
At the heart of the campaign is the young director and social anthropologist Shea Glover, who appears on screen as well as sharing a co-director credit. In it, she takes her previous social experiment exploring self image to a global audience, making an emotional film showing what happens when a wide range of Gen Z strangers are told that they’re beautiful just as they appear.
Using the power of viral vidoes
The TV Commercial Ad titled Lets You Be You was done by Academy Films advertising agency for product: Samsung Galaxy A8 (brand: Samsung) in United Kingdom. It was released in the Jan 2018.
Viral videos, while not the most popular buzzword anymore, still have a power to gather people together under a single feeling or banner. Glover, whose shot to fame was a world famous viral video that sparked and inspired countless other touching videos, knows this very well.
Her original video, in which she went around her high school filming as she told people they were beautiful, has been watched over 17 million times on YouTube. Not to mention how much it was shared and talked about on other social media sites.
Samsung understood the power of before and after shots, and of how emotional marketing can settle a brand into people’s hearts for a long time.
Using not only the idea but also the original videographer, Samsung was able to create an easily sharable, and possibly viral ad.
The Samsung ad was designed to serve as a demo of the phone’s ability to take “beautiful” photos in various lighting and weather conditions. It also allows the brand to embody itself as a caring and loving brand.