October saw Samsung launch two Galaxy 10 smartphones into the world’s atmosphere to create "space selfies" – a move later described by FKTRY founder Jules Ehrhardt as "everything wrong with marketing today".
While the space selfie satellite found itself upended in a garden in rural Michigan, at least the concept was clear: bring selfies to the stratosphere.
As a 23-year-old Samsung user, I have virtually no clue what is happening in Samsung’s latest spot, "Awesome is for everyone".
The ad follows a group of twenty-somethings as they document everything and nothing for the masses, all to the repeated mantra of "awesome screen, awesome camera, long-lasting battery life".
While Samsung’s consistent slating of Apple’s lacklustre battery life is to be applauded, everything else about this spot is nothing short of migraine-inducing.
Title Awesome is for everyone
Agency Wieden & Kennedy Amsterdam