Samsung "Awesome is for everyone" by Wieden & Kennedy Amsterdam

Samsung targets Gen-Z with a headache-inducing ad to promote its A Series phone.

Appealing to the TikTok generation (less affectionately known as "zoomers"), the fast-paced spot shows a collection of edgy-looking 20-somethings as they record mundane activities to the phrase, "awesome screen, awesome camera, long-lasting battery life". 

More than 300 social assets will accompany the 48-second hero film. The ad features cameos from content creators including Madrona Redhawk, Yvng Homie and DJ Rangster. It was written by Chris Taylor, art directed by Anyaa Dev and directed by Ryan Staake through Riff Raff Films.

October saw Samsung launch two of its Galaxy 10 smartphones into the edge of the world's atmosphere, allowing its customers to create "space selfies".


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