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Samsung, together with agency BBH USA, just launched a new spot touting the global electronics giant's Galaxy AI innovation.
The short film titled "The Next Big Thing Is You" was born out of the insight that more than half of millennials and Gen Zers enjoy traveling and exploring the world while two-thirds consider themselves to be open-minded, taking interest in the culture of other countries.
But speaking a different language poses a challenge for them, with 81% considering language barriers a hindrance to their travels.
Enter Samsung's Galaxy AI, which can help these weary travelers overcome this hurdle and fuel their lust for exploration and connection in a world of infinite possibilities.
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Set to the tune of A Tribe Called Quest's hit song "Can I Kick It," the ad banks on music to show the translation capabilities of the AI tool.
However, BBH USA Global Executive Creative Director Ryan Paulson believes its message is much more than that.
"But ultimately, this is about something bigger — how that technology opens connections with others. It’s a story of inclusiveness," Paulson explained.
BBH USA Head of Design Hernan Ibanez also chimed in to discuss the spot, saying that it goes back to the basics of what a phone is supposed to do, which is to help people communicate.
"And this time that communication can go farther than ever before, it goes way beyond our everyday bubble," Ibanez shared with DesignRush.
It can't be denied that the developments in AI have shaken industries worldwide, with many fearing that they will lose their jobs to the technology.
However, it's also undoubtedly true that AI has its share of benefits — even when it comes to building connections.
"Some people fear that AI might mean disconnection or isolation. A world where we communicate with machines and not each other. But showing the translation tools of Galaxy AI was a great way to demonstrate that AI also offers opportunity for more human connection," Paulson told DesignRush.
Widen Your World with Galaxy AI
The two-minute commercial kickstarts with a boy scrolling through his Samsung Galaxy Z Flip looking for skateboards. Caught in his own world, his dad tells him to "go out there and meet some people."
The boy heads out and skates to the park, where he approaches a group of friends playing a game of basketball.
"Can I kick it?" he asks them, which causes some confused looks.
He grabs his phone and uses Galaxy AI to translate his message to them in real-time. Following a moment of clarity, they all nod their heads and shoot hoops with their new friend.
Later in the day, the boy asks the same question to a group of football players, to which they respond "Oui Tu Peux" (yes, you can).
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He does the same for every friend group he bumps into, playing sports and building connections along the way through the translation tool on his phone.
Once he gets home, he quickly talks up his new buddies, who now have a group chat with him.
Closing the spot, his father looks out the window to find his son being cheered on while skateboarding in their backyard, as the screen writes: "The next big thing is you."
"It’s a nice mix of traditional and visual storytelling that not only demonstrates the features and power of a phone, and while this is based on AI, it’s in essence a very human story that portrays technology at the service and benefit of us humans and not just technology for the sake of it," Ibanez concluded.
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And it seems that real people can relate to the campaign, with "The Next Big Thing Is You" having nearly 21 million views on YouTube just a week after posting.
This shows that while AI has divided audiences when it comes to how it's used, people believe that Samsung did it right this time.
Continuing its streak of AI innovations, Samsung recently unveiled its new Galaxy Ring powered by AI, set to revolutionize health monitoring.
Editing by Katherine 'Makkie' Maclang
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