Samsung 'Anticipation' by 72andSunny

Ad debuts for launch of brand's newest smartphone models

Samsung's newest phones— the Galaxy S6 and Galaxy S6 Edge— hit store shelves on Friday. To launch the Korean company's flagship smartphone line, 72andSunny created a campaign called "Next is Now" which begins with a 60-second TV spot.

The ad "Anticipation" shows the moments before something momentous happens such as blowing the candles on a cake or riding a roller coaster. The soundtrack for the ad is a cover of 1960's song "I'm Alive" by Tommy James and the Shondells. British pop star Rita Ora has a cameo, and she will be working with the brand in other ads.

The campaign will include international media including broadcast, digital, experiential, OOH and retail activations. This is the fifth smartphone model launched by the agency since partnering with Samsung in 2014.


Chief Executive Officer, Partner
Executive Creative Director, Partner
Group Creative Director, Writer
Group Creative Director, Designer
Lead Designer
Senior Writer
Senior Designer
Director of Film Production
Executive Film Producer
Sr. Film Producer
Jr. Film Producer
Brand Director
Brand Director
Brand Manager
Brand Coordinator
Business Affairs Director
Business Affairs Manager
Business Affairs Coordinator
Business Affairs Coordinator
Group Strategy Director
Sr. Strategist
Jr. Strategist
Director of Photography
Director of Photography

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