Viral review: Samsung's baby viral is a genius '70s cop chase parody

Social video expert Unruly evaluates the latest viral campaign from Samsung.

Viral review: Samsung's baby viral is a genius '70s cop chase parody

Samsung: Cute baby vs motion sync vacuum cleaner 

Adorable kids and film spoofs aren’t exactly in shortage in video advertising, but Samsung’s new spot "Cute baby vs. motion sync vacuum cleaner" breathes a little life into these well-worn tropes with the help of some spotless execution.

As the title suggests, the ad finds a walker-bound baby facing off against the wicked agility of Samsung’s new vacuum cleaner. But London agency The Viral Factory gets a ‘70s cop chase parody down to the details, including the perfectly cinematic letterboxing which appears when our hero gets all Clint Eastwood. Think of it like 'Dirty Harry’, but with more drooling.

This kind of concept could easily look silly (in a bad way), but slick direction and scoring see it through. What’s more impressive is the sheer number of car chase clichés Samsung has managed to cram in, whether it’s trying to run your pursuer off the road to a poorly-placed fruit stand.

Only released on Monday, the ad has already been shared by an impressive 10% of those who watched it. And rightly so, because Samsung and The Viral Factory have pulled off a difficult task: making "Hot Fuzz for the creche crowd" seem not only reasonable, but genius.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content