Samsung taps into the spirit of competition in playful new film

Samsung has released a playful film highlighting the features of Samsung Health and Samsung Galaxy AI.

The film, titled "A Samsung Health story: Racing to Fiji", taps into Gen Z's wellness dilemma and the fact that they can often find health information overwhelming.

In addition, the film took inspiration from young people who reference their "quarter life crisis" on social media. 

Don't miss: Singtel and Samsung showcase the power of tech in inspiring new brand films

Created in collaboration with BBH Singapore, the film sees Stacey and Steve, a young professional couple who compete to get fit for a surf holiday. 

The young couple track their energy score on their Galaxy watches and go on runs together. They are also seen tracking their swims and exercise on the Galaxy watch too. 

At first, the couple spur each other on and encourage exercising together to increase their energy score. 

However, after a couple of sessions, they begin to compete with each other to see who can achieve a higher energy score. Stacey is seen exercising even while at work and letting Steve sleep in on mornings they were meant to exercise together. 

Meanwhile, Steve could be seen going on solo runs and sprints without Stacey. 

When they arrive in Fiji, the film ends with a cliffhanger where Stacey is seen sleeping while Steve reveals that he has brought a ring to the trip. 

“With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7 and Ultra, we introduced our new energy score - a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability and daily fitness activities. And with Galaxy AI, you receive personalised insight messages and wellness tips to help you reach your personal health goals,” said Sung Chang, EVP at Samsung Electronics.

The film is expected to be the first in a series, which will develop the characters and their world in future episodes. 

The longform version of the film (two and a half minutes) delves deeper into the storytelling, in a fresh approach for Samsung's campaigns, while the short version (30 and 15 seconds) focuses on driving exposure to specific features of Galaxy AI and the Samsung Galaxy product lineup. 

The campaign will run globally including the UK, France, Germany, Korea and on platforms including YouTube, Instagram and TikTok. 

“We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it and we were able to add elements of comedy to tell a really playful story," said Sascha Kuntze, chief creative officer, BBH Singapore. 

This film comes fresh after the brand collaborated with Singaporean telco Singtel to showcase the power of tech. 

The campaign, titled "AI Will", comprises of one 90-second and two 60-second short films that highlight the power of technology to support the growth ambitions of individuals. It also features Samsung's newest line-up of products including the Z Fold6, Z Flip6, and wearables powered by Singtel's 5G network. 

The film sees two friends Adeline and Diane preparing for a taekwondo competition. Their training schedule is disrupted when Adeline is required to travel abroad for an important work meeting.

Not letting anything stand in the way of their goals, the duo relies on Samsung’s smartphones and Singtel’s services to keep up with their training regime despite being thousands of miles apart.

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