It’s kind of like winning the whole enchilada. The whole hog. The whole nine yards. The whole kit and caboodle. These metaphors are visually brought to life by director Errol Morris of Moxie Pictures for agency David&Goliath, Los Angeles.
Titled “It’s All Yours,” this spot uses these metaphors to show what it’s like if you win the California Lottery’s new Taxes Paid Scratchers tickets. Taxes Paid eliminates the federal tax payment on the top prize and recipients take home the full amount while the California Lotto pays all taxes associated–no questions asked.
CreditsClient California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Greg Buri, Basil Cowieson, creative directors; Jenn Tranbarger, sr. art director; Anne Sanguinetti, sr. copywriter; Kacey Coburn, copywriter; Kristen Knape, strategy director; Paul Albanese, director of broadcast production; Jessica Gardner, broadcast producer. Production Moxie Pictures Errol Morris, director; Robert Fernandez, exec producer; Julie Ahlberg, producer; Tonya Bertino, production supervisor; Tim Collins, assistant production supervisor; Molly Gilula, second assistant production supervisor. Editorial Spinach Heidi Black, editor; Jonathan Carpio, producer. VFX/Post Jason Schugardt, special effects supervisor; Robert Owens, exec producer. Music Massive Music Ben Einziger, sr. composer; Jessica Einziger, head of production.
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