A spider, a look, and lots of shiny eyes: To accompany yesterday’s launch of the Samsung Galaxy S22 Ultra, Samsung and Leo Burnett tell a very special love story.
The focus of the new campaign video is the little spider Sam, who falls head over heels in love. The object of her desire: the new Samsung Galaxy S22 Ultra. Sounds crazy? Not at all, because the camera lenses of the Galaxy S22 Ultra are the most beautiful “spider eyes” in the world for Sam.
The unusual story was developed together with the creative agency Leo Burnett. The media campaign with a focus on online video started on 10 February.
https://www.youtube.com/watch?v=4xSsOQK0wZQ
The little arachnid catches sight of an advertising poster for the new smartphone from its terrarium window. Immediately she is smitten: Love at first sight. Accompanied by Nazareth’s classic song “Love Hurts”, Sam experiences a rollercoaster of emotions. Because when the poster is suddenly replaced, heartbreak spreads through the terrarium. Will Sam ever see his sweetheart again? Luckily, the little spider has a friend by her side who provides a heartrending happy ending.
“The new Galaxy S22 Ultra inspires with innovative technology. And extraordinary technology requires extraordinary stories. A camera to fall in love with. A pair of lovers that makes eyes. We believe that – just like the little spider – many consumers will fall in love with the Galaxy S22 Ultra,” says Mario Winter, vice president marketing at Samsung Electronics GmbH.
For the production, Leo Burnett relied on a combination of real film and CGI and brought the Berlin film production Zauberberg Productions with the directing duo Dorian & Daniel on board. The spider as well as the lifelike animated CGI sequences were created at The Mill in London. “The idea was quite simple: camera eyes plus spider eyes equals love story. But then the work really started. How do you get ‘Sam’ to turn a spider, of all things, into a lovable creature while still maintaining the right dose of realism?” says Andreas Pauli, MD and CCO at Leo Burnett, explaining the process, concluding, “I’m very happy that the weeks of detailed work paid off here.”
The new campaign will be distributed via a large online video flight focused on YouTube. In addition, the video will be spread through placements on Twitter as well as native ads on major audience media. The media agency is Starcom Germany, a sister agency to Leo Burnett within the Publicis Network.
