To celebrate the power of friendship, Grey New York went to a public school in NYC and invited parents to hear how their child was doing at school. The twist was when parents arrived, it wasn’t a teacher waiting but their child’s best friend doing the talking. Throughout the story, parents realized that seeing their child through the eyes of a friend was the best report card of all.
Floyd Russ from Tool of North America directed this brand anthem, titled “Through the Eyes of A Friend,” for Hasbro’s My Little Pony
My Little Pony toys, entertainment, branded experiences, and online content all revolve around the power of friendship. The brand’s tagline is “Friendship is Magic.”
CreditsClient Hasbro/My Little Pony Agency Grey New York Rob Lenois, deputy chief creative officer; Ariel Redmond, associate creative director/art director; Lauren Varvara, sr. copywriter. Executive Production Townhouse Guy Williams, exec producer; Sam Helfer, producer. Production Tool of North America Floyd Russ, director; Greg Wilson, DP. Editorial Work Trish Fuller, editor. Color Nice Shoes Sal Malfitano, colorist. Audio Post Sound Lounge Rob DiFondi, engineer.
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