This Sonos spot titled “Shatter the Silence” debuts on Sunday’s GRAMMY telecast (2/12). Part of the new “Wake Up The Silent Home” campaign from Sonos’ new lead creative agency, Anomaly, this :90 was directed by Derek Cianfrance of RadicalMedia.
The campaign shows the benefits that result when people who live together listen to music out loud at home, including: More time together and shared experience, more “I love yous,” even more sex. However an increasingly number of homes have gone silent–with no music being played or people turning more to personal digital or mobile devices to listen solo.
In the “Shatter The Silence” spot, a young woman shatters the silence in homes via Sonos, opening up a new world of interaction among its inhabitants.
It’s part of a movement to make social spaces more social. Home sound systems like Sonos can deliver mood-enhancing soundscapes, engaging political content, intellectually stimulating lectures and other worthwhile shared content. Reducing the isolation caused by immersive technologies can lead to more life satisfaction and better mental and physical health. It can also lead to families eating more meals together at home.
A study showed that over half of Americans note their households spend more time interacting with technology than each other. 79% admit to having a silent home–not playing a single song –when hosting guests or entertaining. 86% of Americans shared that they’d like to spend more time doing activities in-person with family and friends.
CreditsClient Sonos Agency Anomaly New York Production RadicalMedia Derek Cianfrance, director; Gregg Carlesimo, exec producer. Editorial Rock Paper Scissors Biff Butler, editor; Lisa Barnable, post producer. VFX/Post MPC Music Music Track: Thin Lizzy--"Jailbreak" Audio Mix Heard City
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