Directed by Jim Jenkins of O Positive, commercials in a new campaign for HP from Wieden+Kennedy, Portland, Ore., center around an old-school business magnate who lectures us on how to get ahead. But soon, his long list of cliches and jargon-laced maxims fall apart as the modern workers of the world show us what success looks like today with the help of HP Hybrid tools.
This anthem spot is titled “Work Happy,” which is also the name of the overall HP campaign.
CreditsClient HP Agency Wieden+Kennedy Portland, Ore. Ana Balarin, Hermeti Balarin, John “JP” Petty III, executive creative directors; Christen Brestrup, Bertie Scrase, creative directors; Alex Nassour, art director; Alex Maleski, copywriter; Orlee Tatarka, director of production; Mauricio Granado, sr. producer lead; Charleston Chambers, associate producer. Christina Kim, Mimi Munoz, Sabrina Reddy, creative operations; Lis Moran, design producer; David Chathas, Jason Scheuermann, designers. Production Company O Positive Jim Jenkins, director; Thaddeus McCants, director (of the "After School" spot in the campaign); Ralph Laucella, exec producer; Marc Grill, line producer; Trent Opaloch, DP; Jason Edmonds, production design/art direction; Greg McCollum, 1st AD. Editorial Arcade Geoff Hounsell, editor; Fernando Raigoza, assistant editor; Megan Dahlman, post producer; Crissy DeSimone, post exec producer. VFX KEVIN Tim Davies, executive creative director/partner; Steve Gibbons, 2D lead artist; Ben Smith, Dag Ivarsoy, Clarke Rives, Gavin Camp, Rob Winfield, Steve Cokonis, Susanne Scharping, 2D artists; Miguel Delcan, designer; Andrew Cowderoy, VFX producer; Sue Troyan, sr. exec producer/partner; Pete Smith, shoot supervisor. Color Company 3 NY Tom Poole, colorist; Alexandra Lubrano, sr. color producer. Music Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, producer. ABKCO Music & Records, Inc,, publisher; ABKCO Music & Records, Inc., label. Track: “Fascinum” by Selvio Cipriani, artist/writer. Sound Design/Mix Field Day Sound Morgan Johnson, sound design; Noah Woodburn, mix; Leslie Carthy, 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