Fear of failure. Judgment. Doomscrolling. Procrastination. Our inner critics. Too much of the world distracts us, makes us doubt ourselves and makes us think we’ll be laughed at if we try. But nothing silences a saboteur like the simple act of doing.
Pinterest’s latest brand campaign exposes the inner saboteurs that hold us back and highlights how Pinterest is the antidote to doubt. “Don’t Don’t Yourself” is the mantra at the heart of this new campaign, affirming the belief that the act of doing can help silence those feelings of fear and self-censorship that can sometimes hold us back.
Developed in partnership with U.K. agency/creative studio Uncommon, the campaign includes five films directed by Kim Gehrig of production house Somesuch, including this piece tackling “Doomscrolling” in which we view internet-induced anxiety in the form of a newscast that reflects the negativity that can put us in a doom and gloom mood. But a woman pushes back by exploring self-care soaks–aka herbal baths–on Pinterest, declaring “can we just relax?”
Lucy Jameson, co-founder of Uncommon, said, “At Uncommon, we want brands to play their part in the biggest conversations in our society. One of those ‘big conversations’ is about the toxicity of much of the internet and what to do about it. Pinterest can help, by providing an antidote to so many of the ills of social media. It’s commonly known as the positive side of the internet. Because, instead of being all about image and comparison; it’s about ideas and creativity. It’s a community and an algorithm built around doing, not judging. Our first campaign is the opening chapter in a story which shows just how different Pinterest is from other platforms.”
The five films are set to run across TV, cinema and streaming in the U.S., U.K. and Germany. This is Uncommon’s first campaign for Pinterest.
CreditsClient Pinterest Agency/Creative Studio Uncommon Production Company Somesuch Kim Gehrig, director; Lucy Gossage, producer; Chris Watling, exec producer; Kasper Tuxen, DP; KK Barrett, production designer; April Napier, costume designer; Jody Sonnenberg, casting. Production Services Company The Lift Editorial Trim Fouad Gaber, editor. Postproduction Time Based Arts Simone Grattarola, colorist; Stephen Grasso, VFX; Sian Jenkins, post producer. Music/Sound Soundtree Music, music & audio post; Benjamin Jones, composer. Media Agency MediaHub
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