Chuck's spotlights Samsung's AI live translate feature in Korean-inspired ad

Beauty brand Chuck's has unveiled a new campaign in partnership with Samsung. 

Inspired by Korean convenience marts, Chuck's reimagined its space at The Gardens Mall to capture the essence of a "grab-and-go" mart. It also aimed to create a one-stop skincare store in the theme of a familiar mart from Seoul or in K-dramas. 

As part of the campaign, Chuck's has unveiled a spot featuring Samsung's Galaxy AI features, spotlighting the brand's live translation feature in particular.

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In the ad, a woman is seen shopping and picks an item that looks similar to a carton of milk. She is approached by an employee who offers his help. She later asks if the product is for her face or her cereal. The employee responds in Korean, a language the shopper does not understand. 

The shopper then whips out her Samsung Galaxy Z Fold6 and uses the live translate feature. The AI interpreter picks up what the employee is speaking in Korean and translates it to English for her in real time, revealing that the product is for her face as it will keep her skin "firm and moist all day". 

The shopper responds in English and the AI interpreter translates it for the employer who is seemingly impressed by the new technology. 

Afterwards, she is seen shopping around the mart with the help of the employee and leaves with a big bag of Chuck's. 

The spot ends with a text that reads "K-mart experience @ The Gardens Mall". 

Meanwhile, customers of Chuck's can anticipate repackaged products that are fully translated into Korean. Customers can then use the Samsung Galaxy Z Flip6 and the Samsung Galaxy Z Fold6 displayed in Chuck's stores to experience the Korean tech giant's AI translation and circle-to-search feature on the products. 

The campaign will run from now until 30 September 2024. 

"With both Chuck’s and Samsung’s products crafted in Korea, it only felt right to come together and honour the culture and innovation we see in both the skincare and tech industry in Korea," said Mandy Gioh, creative director of Chuck's when A+M reached out. 

The live translation is just one of the many AI features available in the Korean tech brand's series of phones. 

Earlier in February this year, Samsung Singapore collaborated with local Singaporean artists on three comedic short films to highlight the brand's Galaxy AI offerings. 

The first short, titled Lost in Translation, sees director Jack Neo seeking holiday opinion from actor Henry Thia, who mistakes the former for asking what he should be drinking. Neo later used the live translation feature to tell Thia what he wants in Korean.

Meanwhile the other two shorts highlighted Samsung's photo assist feature, and the transcript assist feature. 

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