Samsung Inspires Gen Z to Favour Their Own Health and Wellness in ‘Night Owls’
In a category fixated with grind, accomplishment, and a ‘go-go-go’ mentality, Samsung delivers a different perspective on health and wellness. In its latest film, ‘Night Owls,’ Samsung is planting a new flag for wellness for gen z and pushing back against prescriptive health ideals in favour of a wellness that’s all their own. This campaign brings to life Samsung’s open philosophy - customisable by choice and inclusive by design. The launch spot for ‘Your Galaxy. Your Way’ is a rallying cry to the next generation of individuals who are pushing back on the tropes and social pressures of fitness - because there is only one schedule worth running on: your own. With Samsung Galaxy, it’s Your Wellness, Your Way.
The next gen’s definition of health and wellness has changed. They want to grow, not grind. Imperfections are prideful, not shameful. And physical fitness is only half the story, with mental wellness a massive and rising priority. But swaths of the health and wellbeing category are still about perfecting the so-called ‘right’ habits.
In its new campaign, Samsung rallies gen z to be the agent of their own personal wellness, using its tech as an ally, not master. The hero spot issues the manifesto, through the creative metaphor of ‘Night Owls’ – those who operate, play, and explore at night. Against the revolutionary strains of ‘Seven Nation Army,’ we see one such ‘night owl’ rise and get active on seemingly the ‘wrong’ schedule, a voiceover pushing back against prescriptive ideals of when and how long to sleep and rallying others to make wellness firmly their own. This is far more than just an ad campaign though. From sleep to diet, mind and activity, Samsung’s products and features are designed to support, not shame, the next generation however they choose to be well.
Matthew Leem, Samsung VP global brand marketing: “Gen z are the most independent and self-directed generation in history with their own minds, needs, wants and desires. Why shouldn’t their tech reflect that? This year, we’re committed to showing the world how Samsung Galaxy is built to respect and empower everyone’s individual ‘way’ through the ‘Your Galaxy. Your Way’ platform. We couldn’t be prouder to share what that means for wellness, and the devices that help gen z be well in their own way and on their own time.”
Michael Raso, executive creative director at Ogilvy, said: “What’s so powerful about this spot is not just the notion of ‘night owls’ elegantly represented in this visual story, but to push back on health and wellness ‘shoulds’ and the film’s gradual reveal that these people are not simply rebellious outliers. In fact, this is a movement. What better way to poke holes in prescriptive ideals of what wellness should be than to question it?”
The campaign launches globally April 2022.
