'Money No Enough 3' cast tries out Samsung's Galaxy S24 AI features in new series

Samsung Singapore has rolled out three comedic short films as part of its locally charged Galaxy S24 campaign to bring to life its Galaxy AI offerings for everyday users. 

The shorts feature local artistes Jack Neo, Mark Lee and Henry Thia and sees the three artistes leveraging different functions of Galaxy AI to break the boundaries of communication and creation. To do that, they use live translate, photo assist and transcript assist in a light-hearted tone that is aimed to appeal Singaporeans who are familiar with the trio's brand of humour.

The first short, titled Lost in Translation, has Neo seeking holiday opinion from 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.

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The second short Go Big sees Neo and Thia playing around with the photo assist feature. In the short, Thia uses the feature to make himself taller than Neo. A disgruntled Neo then uses the same feature to make Thia much smaller than he actually is in the photo. Thia is then seen later going out to play basketball to grow taller. 

The third short, Listen without Listening, sees all three of the artistes sitting at a table. Neo talks to Lee and Thia who are seen playing on their phones. When Neo asks them if they were listening to what he was saying, Lee made use of the transcript assist feature to affirm Neo that he had been listening the whole time. 

The shorts will be featured as part of Samsung's OOH activation at bus stops along Orchard Road and are available on Samsung's social media accounts.

“Every Galaxy launch is a showcase of Samsung’s cutting-edge innovation and how it caters to our consumers’ ever-changing needs. The team in Singapore have always sought locally relevant narratives to appeal to our discerning consumers, and for Galaxy S24 and Galaxy AI, it meant making our features relevant to the everyday Singaporean," said Lynn Chong, head of brand marketing, mobile experience, Samsung Singapore.

"Given that the launch was close to the festive period and the release of Money No Enough 3, it made sense to leverage the everyday appeal of Jack Neo, Mark Lee and Henry Thia to bring Galaxy AI to life for Singaporeans." 

While this campaign is locally-rooted, Samsung has also released a similar campaign for a global audience. 

The global campaign is anchored with a series of seven films that aim to spotlight Galaxy S24's features. anchored with a series of seven films that aim to spotlight Galaxy S24's features.

In one of the seven feature films, a family persuades a visitor to let their grandpa win a game of Janggi. In order to communicate with the visitor, they use Galaxy AI's ability to translate Korean messages to English in an instant. 

The global campaign was done in collaboration with creative agency BBH Singapore. In addition, BBH Singapore and Samsung have begun to roll out the next instalment: a social campaign made up of seven additional films focused entirely on the "Circle to Search" feature. 

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