SAP and BBDO New York created this lighthearted spot to simplify the real-world applicability of SAP’s AI technology.
Steering away from “sexy” innovations and confusing tech lingo, the :30 follows an AI-animated cat–painted Van Gogh-style–going through various office scenarios. The concept contrasts the duality of AI’s role in businesses by showing its impact on digital renders, as well as supply chain management and decision-making processes.
Lobo served as production studio on the "Office Cat" spot which was directed by Richard Carelli and Mateus de Paula Santos.
CreditsClient SAP Agency BBDO New York Matt Macdonald, chief creative officer, NY; Corey Rakowsky, Kleber Menezes, executive creative directors; Marina Gokman, Steven Schroth, creative directors; Alex Gianni, EVP, head of content production; Becky Burkhard, group executive producer; Katie Theobalds, music producer. Media Agency OMD Production Lobo Richard Carelli, Mateus de Paula Santos, directors; Luis Ribeiro, managing partner; Paul Amorese, exec producer (live action) & line producer; Su Constantine, exec producer (animation); Katherine Pacula, line producer (Fixer); Rob Hauer, DP; Leandro Pena, VFX supervisor; Pablo Zurita, post producer; Pedro Falcone, editor; Matheus Miglionico, assistant editor. Telecine Color Collective Alex Jimenez, telecine artist; Claudia Guevera, producer. Music Storefront Music Productions, LLC Kari Steinert, composer; Adam Elk, John “Scrapper” Sneider, partners/exec producers; Kirsten Messier, exec producer
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