Samsung HK connects everyone with Galaxy AI in heartwarming campaign

Samsung Hong Kong has partnered with local creative agency NoTwo HK to launch a heartwarming campaign developed from the local film "The Last Dance" (破地獄), highlighting how its Galaxy AI connects people with their loved ones.

Starring Michael Hui (許冠文) and Michelle Wai(衛詩雅), local film "The Last Dance" has broken box office records, becoming the highest-grossing Chinese-language film ever in Hong Kong. The film features Hui's character "文哥" and his daughter, with a careful representation of the generational conflicts between the patriarch and his offspring.

Meanwhile, Samsung's new Galaxy S25 series flagship smartphones are equipped with various new and upgraded Galaxy AI features, serving as intelligent assistants to help users manage daily tasks. Galaxy AI enhances communication, work and creativity, encouraging users to integrate AI into their lives and explore new possibilities. The new campaign aims to convey the message that Galaxy AI helps bring people closer together.

As such, Samsung has released two promotional videos featuring Hui and Wai, who portray a father and daughter with a deep yet often unexpressed love for each other. Beneath his frosty demeanor, Hui has always silently supported and cared for his daughter, while Wai is a strong believer that actions speak louder than words and is a capable, independent woman who can perfectly take care of herself in any circumstance.

As her wedding approaches, Wai receives assistance from Galaxy AI’s Now Brief feature, which provides daily schedules, weather updates, and health data, helping her manage her busy tasks effortlessly. As she prepares to move out and start her own family, both Wai and her father share an unspoken melancholy and choose to revisit childhood memories during their time together.

As they strolled through the park, Wai wanted to capture a playful side of her father. Although he seemed reluctant at first, he eventually embraced the moment and enjoyed their rare bonding time. She used the Galaxy S25 Ultra’s ProVisual Engine to take photos day and night, then activated the AI Select feature, allowing Galaxy AI to offer content-aware, actionable suggestions. With Drawing Assist, she could instantly generate creative images from word prompts, allowing her to add a birthday hat to her dad’s photo and enhance their daily communication with fun stickers.

In these precious moments, Hui wanted to capture videos of his “little girl”. Despite the rain creating background noise, he used the “Audio Eraser” to eliminate unwanted sounds, ensuring that Wai’s voice remained clear. This way, he could preserve those precious moments in the best possible quality.

Across various moments of Hui and Wai, the videos illustrate how Samsung's latest flagship smartphone Galaxy S25 Ultra, powered by Galaxy AI, serves as a powerful bridge between them through innovative technology. 

Available on TV channels, as well as Samsung Hong Kong’s official YouTube channel and Facebook page, the videos have garnered significant attention from netizens. A check by MARKETING-INTERACTIVE revealed that the trailer launched on their Facebook page has received over 1.8 million views. Some netizens commented that the ad is very touching, while some said that it evoked similar feelings to watching "The Last Dance".

YiYin Zhao, managing director, Samsung Electronics Hong Kong, said: “We're fully inspired and garnered Hong Kong viewers' resonation and created this touching scene by combining Galaxy AI, which shows how we think, feel, and resonate with our loved ones. Galaxy AI is not just a smartphone; it also helps bring us closer together, bridging the generational gap. We are taking everything that impressed you, and making them better – to an entirely new level of intelligence unlocked by human-like AI.”

MARKETING-INTERACTIVE has reached out to Samsung for more information. 

Don’t miss: Samsung HK and celebrities redefine the power of AI with flash mob

Back in December last year, Samsung Hong Kong teamed up with local celebrities including Denis Kwok, Jeffrey Ngai, and Sica to perform a flash mob as part of its “Samsung DOOH live interaction - AI for all” campaign.

This followed Samsung’s launch of Hong Kong's first large-scale outdoor real-time projection interactive experience at the Entertainment Building in Central. The display enables real-time projection and AI enhancement of each individual's image and movements, according to the release. Participants transform into members of Samsung's "League of AI," moving in sync.

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