Hasta La Creative!

72andSunny mined memorable moments in film, TV, and the Internet for their new campaign unveiling Samsung’s Curved UHD TV, called “The Curve Changes Everything.”

The new broadcast spot debuted last night during primetime programing including AMC’s Mad Men,  NBC’s Women of SNL, and the season finale of Fox’s execrable Family Guy, to name a few. The 60-second “The Curve Changes Everything,” mines such sources as Clueless, Jurassic Park, Gravity and that screaming goat you saw on YouTube to stitch together “not only excitement for the curve and the experience, but how the curve impacts different family scenarios and living room environments.” 72andSunny worked with production company Caviar, director Rian Johnson (Looper, a couple of great episodes of Breaking Bad) and Oscar-winning cinematographer Claudio Miranda (Life of Pi, The Curious Case of Benjamin Button) to bring the spot to life.

“The Samsung Curved TV is just a beautiful object,” said Rian Johnson. “Beyond the quality of the picture, the industrial design of the TV – with its subtle curve – is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot.”

In addition to broadcast, the campaign also features print, digital and out of home (OOH) components. “The Curve Changes Everything” will continue to run on major networks, cable and online. Stick around for credits after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

72andSunny pays homage to sci-fi and television history in their new campaign for Samsung Galaxy Gear.

The spot “Evolution” traces the evolution of wristwatch communication, from Dick Tracy and Star Trek to Inspector Gadget and even Predator. The spot ends with the text “After All These Years It’s Finally Real” before introducing Samsung’s latest product. It’s a fun way to highlight the evolution of modern technology and say “The future is now” while making Galaxy Gear seem pretty cool.

A second spot, “A Long Time Coming” pays similar homage, showing characters talking into their wrist pieces in rapid succession. It’s not quite as strong as “Evolution” and perhaps more than a touch too similar to the iPhone’s “Hello” spot, even if it does touch some similar bases.

The Samsung Galaxy Gear is available now for the futuristic price of $299. Knight Rider not included. Check out the second spot and “Evolution” credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.

Sure, 72andSunny and Samsung have had some fun comparing the latter’s smartphones to Apple’s in recent years, but in the last several months, it seems like the brand’s finally getting over their complex and showcasing the product line on its own. First, they highlighted the Galaxy S4 with a graduation-centered campaign. Now, they’re showcasing new features for Father’s Day with “hip dads in action.”

In “Swaddle Master,” a befuddled father learns the tricks of the swaddling trade via Smart Pause YouTube. With “Quick Snooze” (below), meanwhile, the same cardigan-wearing dad watches the game with his little one at the end of the day. As his eyes droop shut, the game pauses. He reopens them and it picks up where he left off.

Though this creative work may not go viral or win awards, showing the practical (and less glamorous) application of the S4’s features will perhaps win the hearts of young parents everywhere. On a special occasion like Father’s Day, maybe hitting your target audience is enough?

Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.