Samsung's summer-themed ad targets GenZ travellers desiring exotic adventures

Samsung has launched its new summer-themed campaign to promote the Galaxy S24 Ultra, unveiling new mobile experiences with Galaxy AI. The campaign follows the S24 Ultra’s global launch earlier this year, with an emphasis on fulfilling Gen Z’s travel desires.

In collaboration with advertising agency BBH Singapore, the campaign welcomes a new generation of GenZ travellers who desire exotic adventures and new horizons, by using AI to power the way they photograph and experience their travels. Through a series of films, dynamic out-of-home displays, and social executions, the campaign spotlights game-changing Galaxy AI features, such as Photo Assist, Instant Slow-mo, and Circle to Search with Google.

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Branding S24 Ultra as a “perfect travel companion for the summer of 2024”, the campaign emphasises the phone’s role of making travel journeys smoother and more enriching.

In the films, familiar travel moments come to life: “What exactly am I eating right now?”, “What's the story behind this strange sculpture?”, and “Wait, where am I?”—all effortlessly answered by the new Circle-To-Search with Google functionality.

Meanwhile, social and digital out-of-home executions tackle another universal travel gripe - imperfect travel photos. From photobombing construction cranes, the seaweed that snuck into your beach pic, to lacklustre lighting, the campaign videos showcase Galaxy AI enhancing and editing images seamlessly.

The campaign runs across social media, digital video, and both static and digital out-of-home platforms worldwide.

“We wanted to seize this moment when Gen Z travellers are about to go explore the world. After experiencing the incredible capabilities of Galaxy AI firsthand, we knew this was the perfect opportunity to showcase its benefits and position the S24 Ultra as the ultimate travel companion.” said Sascha Kuntze, chief creative officer at BBH Singapore.

This is not BBH Singapore’s first collaboration with Samsung. Earlier this year, Samsung invited in a new era of AI TV in its latest ad for the Neo QLED 8K TV.

The ad brought the TV's capabilities to life through the story of a couple whose everyday viewing is transformed into an epic audiovisual experience.

It aimed to invite audiences worldwide to redefine their home entertainment experiences and position the Samsung Neo QLED 8K TV with AI Upscaling as not just an advancement in technology, but also, a new era in emotional and immersive viewing.

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