This short film tells the inspiring story of a youth football coach, who despite the obstacles in his community, perseveres to raise money for uniforms and equipment–but with limited success until DICK'S Sporting Goods enters the picture. With the purchase of the Sports Matter green shoelaces from DICK’S Sporting Goods, a portion of proceeds are raised to help underfunded youth sports programs like our coach's Fifth Ward Saints. Per the initiative, $2 of every sale will be donated to The DICK’S Sporting Goods Foundation to support worthwhile underfunded sports endeavors.
Ben Quinn of Superprime directed this short, titled “Fifth Ward Saints,” for Anomaly, NY. Jeff Ferruzzo of Arcade edited the film.
CreditsClient DICK’S Sporting Goods Agency Anomaly Production Superprime Ben Quinn, director; Ryley Brown, DP; John Lesher, managing director; Michelle Ross, managing director/EP; Roger Zorovich, EP/head of production; Colleen O’Donnell, EP; Salli Ziles, producer. Editorial Arcade Jeff Ferruzzo, editor; Andrew Balasia, editorial assistant; Sila Soyer, EP/partner; Andrew Cravotta, post producer. Postproduction Arcade Tristan Wake, Flame artist; Mark Popham, Flame assistant.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More