Amidst the array of smartphones asking you to choose the degree of beauty mode to be applied on your selfies or camera UIs and apps telling you to put up a hundred different filters on your picture before you put it out on social media, there is one company telling you different. And no, it is not THAT company. Samsung has released a new ad for the Samsung Galaxy A8 and Galaxy A8+ where the company is simply asking people to be themselves.
One minute, fifty seconds of mush gush
Titled, “Lets you be you,” this is a one-minute-fifty-second ad in which Samsung is documenting people’s reaction to being called beautiful. In the ad, the photographer, Shea Glover asks people to stand in front of the camera of the Samsung Galaxy A8 and then tells them that she is taking pictures of the things she finds beautiful for a project. This evokes different reactions from different people and that is what the ad is all about. Some people in the video thank her, some are surprised, some question why are they in the frame, while some others get emotional. The ad has a mellow musical tune playing in the background which really helps in building the sentiment. Then text appears on the screen saying, “Capture the true you with Samsung Galaxy A8” followed by the tagline and title of the ad, “ Lets you be you”. In the end, the images of the Samsung Galaxy A8 and the A8+ appear on the screen and the ad finishes with Samsung’s logo.
Them warm, fuzzy feels
What if someone stopped you on the street and asked to take a picture of you because they think you are beautiful? Not in some creepy-stalker way, of course, but genuinely. Most of us would feel embarrassed, thank the person and some might even get teary. Well, that is what has happened in the ad. The idea is not really brand new. Samsung has borrowed the idea for the ad from a middle school project video that went viral in 2015, where Shea Glover recorded the reactions of her schoolmates upon being called beautiful.
That said, it does not make the ad any less beautiful itself. In the world of filters and beauty modes, one company is telling you to appreciate yourself, which is definitely a good thing. So, the ad gets full marks for the concept and its execution as we felt the connection with the ad. It was relatable.
Some might criticise the ad for not being informative enough, as Samsung has hardly given any information about the smartphone but the company has very subtly tried to put it some of it out there. The kind of bokeh the phone created in the pictures, how clear the pictures were and how the photographer has used it in the rain, which obviously shows water resistance.
And while it has not bombed viewers with heavy technical information, it will definitely leave them feeling warm and fuzzy, and that will make the smartphone(s) memorable. Hey, we all remember what makes us feel warm and fuzzy, don’t we?
Not short, not simple…just beautiful
It is not short, it is not simply highlighting the USPs of the smartphone, it is not just talking about or in fact is hardly talking about the specs of the device but there is something special about this Samsung Galaxy A8 and A8+ ad. The ad strikes an emotional cord and has very cleverly picked a topic that almost everyone can relate to. The purpose of an ad is to make the product visible and get it registered in the minds of the viewers and this one has done exactly that.
And it makes you smile.
What more can we ask for?
Let’s be like Shea Glover and tell Samsung: