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Samsung Ads Feature the Few Oddballs Who Shouldn’t 'Upgrade to Galaxy'

Snappy spots from R/GA and Radical Media director Steve Miller focus in on some unique personalities

Samsung Ads Feature the Few Oddballs Who Shouldn’t 'Upgrade to Galaxy'

Who should switch to Samsung Galaxy?  Everyone…almost. Samsung and R/GA created “Upgrade to Galaxy,” a humorous new digital campaign that introduces viewers to the quirky few among us who absolutely should NOT upgrade to a new Galaxy phone.
There are no cool, in-touch millennials engaged with their Samsung phones here. Instead, we meet some characters whose unique personalities and lifestyles mean they’d have no use for our features like a better camera, faster processor, or longer lasting battery. 
Whether it’s a guy who takes daytime television way too seriously in “Break Up,” a not-so-handyman who prefers self-repairs to functionality in “Fixer,” a perpetually underwhelmed teenager in “Unimpressed,” or someone who destroys phones regularly for potentially nefarious reasons – not everyone needs (or deserves) the best tech available—some people are okay with “okay”.
Everyone else should ‘Upgrade to Galaxy’, suggests the campaign.

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Creative Agency

Creative Agency: R/GA

Executive Creative Director: Ciaran McCarthy

Senior Art Director: Erin Evon

Senior Copywriter: Jason Burke

Group Executive Creative Director: (VP) Nick Pringle, Steve Wakelam

Editor: Alexandra Redd (Associate)

Group Production Director: Lisa Greenleaf

Senior Content Producer: Chris Detoy

Content Producer: Claire Dorwart (Associate)

Senior Producer: Jasmine Arakel

Executive Producer: Carol Powley

Production Company

Production Company: Radical Media

Executive Producer: Gregg Carlesimo

Director: Steve Miller

Producer: Carla Tate

Cinematographer: Peter Donahue


Edit Company: Mackcut

Editor: Gavin Cutler

Assistant Editor: Pamela Petruski

Post Production / VFX

Colourist: Mikey Rossiter

Grade: The Mill


Music Company: Duotone

Executive Producer: Ross Hopman


Sound Designer & Mix: Sam Shaffer

Category: It, phones, Av and computers , Phones

Genre: Comedy , People , Storytelling