Samsung released the sequel to the viral "The Interns" campaign, showcasing the AI features of the Galaxy Tab S10 Series.
In partnership with BBH USA, "The Promotion" uses humor to spotlight how the powerful device can boost productivity in the workplace.
"The Promotion" features the return of Director Thomas Ormonde and the agency’s quirky interns, who previously starred in the launch of the Galaxy Tab S9 Series.
The viral video has since accumulated 16 million views on YouTube alone.
Samsung’s playful yet effective approach positions the Galaxy Tab S10 as an essential tool for creative professionals, helping them stay ahead of deadlines without sacrificing quality or creativity.
“In a category that traditionally plays product information films very straight, I was thrilled when our Samsung partners wanted to lean into humor for a second year in a row.
It gave us a chance to give last year’s ‘The Interns’ film a real promotion in terms of humor and craft,” BBH USA Chief Creative Officer Erica Roberts said ina statement.
Samsung's short films reflect a broader trend in the tech space, where brands are increasingly using humor and relatable scenarios to demonstrate how their products fit into everyday work life.
For brands wanting to make a real connection, working with a creative agency can be a game-changer. They know how to tell stories that feel relatable, showing how products fit naturally into people’s lives.
Humorous Storytelling Is the Way to Go
"The Promotion" opens with an agency creative presenting the Samsung Galaxy Tab S10 brief in a conference room.
The wacky interns, along with a pair of quirky creatives, are then assigned to come up with a pitch due by the end of the day.
As they brainstorm ideas, the interns take the audience through the standout features of the tablet, such as the Galaxy AI Key and Smart Select.
Highlighting the “magic” of the S-Pen, the interns are transported into a magician’s lair before suddenly finding themselves back in the office, crawling through vents to see what their competition is up to.
When they realize they lack the equipment to create a commercial, they use Pro-level apps on the tablet to generate the images they need for their pitch.
Returning to present their campaign, the interns introduce additional features, like Translate to PDF, demonstrating their practical use.
The spot ends with the interns being given the opportunity to handle the Galaxy Tab account, followed by a party to celebrate their promotion.
Samsung and BBH USA previously worked together to introduce the Galaxy AI innovation, launching the spot titled “The Next Big Thing Is You.”
