Every generation of new technology inspires jokes about older users' confusion. Samsung riffs on this idea in a new ad by R/GA a few days before Mother's Day.
The web film for the electronics maker features the brand's flagship Galaxy S6 phone and some humorous text messages from different mothers.
Each text message seems well-intentioned, but it contains copious minutiae or misuse of emoji.
If you call any of the numbers visible on the Samsung phone, there's a voicemail message from one of the spot's characters. For instance, dial Oklahoma City number 1-405-795-9371 shown in the video and hear a "mom" set up her voicemail.
The campaign extends to social media with a chance to win a Galaxy S6 by using the hashtag #TextsFromMom.