SINGAPORE — Samsung’s new global campaign from creative agency 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.
The playful and entertaining 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. It 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 spot ends on a cliffhanger.
The ad, entitled “A Samsung Health Story: Racing to Fiji,” is expected to be the first in a series that will develop the characters and their “world” in future episodes. The long-form version of the spot delves deeper into the storytelling, 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; comedic specialist Rhys Thomas, who has a stellar TV background, directed it at Stink Films. Best known for his work on Saturday Night Live, Rhys has also shot several other acclaimed shows like Documentary Now!, Comrade Detective, and Hawkeye by Marvel.
The idea behind the film highlights that when you get personalized AI coaching from Samsung Health, you see a clear way forward, motivating you to stay on track and making health much more enjoyable. The Energy Score and several other new Samsung Health features, including personalized coaching through wearables, sleep, and exercise features, are showcased in the film.
The new campaign builds on BBH Singapore’s existing partnership with Samsung, which recently included launching a campaign for the Samsung Galaxy Watch.
The ad is running as a long-form (2 and a half minutes) spot and in 30- and 15-second edits in global markets, including the UK, France, Germany, and Korea, and on platforms including YouTube, Instagram, and TikTok.
Sascha Kuntze, Chief Creative Officer at BBH Singapore, said, “We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it, and we were able to add elements of comedy to tell a really playful story.”
Sung Chang, EVP at Samsung Electronics, commented, “With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7, and Ultra, we introduced our new Energy Score – a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability and daily fitness activities. And with Galaxy AI, you receive personalized insight messages and wellness tips to help you reach your personal health goals.”
CREDITS:
BBH Singapore
Chief Creative Officer: Sascha Kuntze
Associate Creative Director: Michael Chin
Associate Creative Director: Chin Wei Hao
Senior Art Director: Christine Lim
Copywriter: Judy Au
Junior Art Director: Eunice Tan, Zi Xuan Lee
Managing Director: Sid Tuli
Head of Growth: Siying Goh
Business Director: Gabrielle Munro
Project Director: Sheryl Chua
Account Director: Rachel Tan
Associate Account Director: Crystal Loo
Senior Account Executive: Stephanie Toh
Head of Production: Wendi Chong
Senior Producer: Shawn Chew
Head of Cultural Strategy: Kyle Duckitt
Senior Strategist: Felicia Ong
Senior Strategist: Kelvin Wang
Strategist: Meili Yeo
Stink Films
Director: Rhys Thomas
DOP: Joost Van Gelder
Executive Producer: Kate Sharpe
Producer: Mikey Levelle
Production Manager: Georgia Stamp
Production Designer: Fer Guerrero
Editor
Tentree – David Whittaker
Pang Wei Fong, Tammy Quah
Page International
Producer: Nick Page
Production Manager: Nick Roycroft
Black Kite
Colourist – Richard Fearon
VFX Shoot Supervisor – Chris Mortimer
VFX Leads – Mark Stannard, Adam Crocker, James Marshall.
Producer – Tamara Mennell
String & Tins
Composer: Christopher David Hill
Sound Supervisor: Lawrence Kendrick
Sound Design: Kaspar Broyd, Gez Lloyd
Audio Post Producer: Ellie Hook, Esi Jonuzi
Music Supervision: Mike Bamford, Matt Saunders-Davies
