Samsung is giving independent agency Mocean three opportunities to show what it can do with a global technology brand.
The electronics company has launched "Tab Me In," a campaign for its Galaxy Tab S12 Series starring the TV personality, producer, and Team Galaxy member Dylan Efron.
The three advertisements follow Efron as he learns surfboard design, urban beekeeping, and music production with help from local experts and Samsung's tablet tech.
On the other hand, the campaign gives Mocean, an independent Los Angeles agency with entertainment roots, a flagship technology assignment.
The brand's creative direction uses Efron's familiarity with outdoor activities and unscripted entertainment to introduce the Galaxy Tab devices through practical challenges.
Each advertisement follows the same central idea, "Power What You Love," showing how the tablets can help people research unfamiliar subjects, develop ideas, and put new skills into practice.
For Efron, the campaign reflects his interest in learning through hands-on experiences.
"I’ve always loved learning by doing, whether that’s exploring something new or trying something I’ve never done before," he shared.
He also expressed hope that viewers would feel encouraged to develop a new skill themselves.
Overall, the approach allows Samsung to strengthen brand recognition by showing the many ways you can use its devices.
How Efron Uses the Tablets
The first advertisement, "Board Meeting," takes Efron to Rockaway Beach, where he works with a surfboard shaper to design a new board.
He uses the Galaxy Tab S12+ and its S Pen to sketch and visualize his ideas.
Notably, Google Gemini also helps him check surf conditions and explore the design process before he works with the specialist to bring the board to life.
"Light Buzz" moves the action to a rooftop beekeeping setup.
In this spot, Efron uses the Galaxy Tab S12 Ultra to learn about managing a hive, with Google Gemini, Samsung Notes, Multi-Active Screen, and the S Pen supporting the experience.
Lastly, "When Nature Calls" takes a different creative direction.
Efron heads into the woods with a music producer, collecting environmental sounds that they eventually use to create a track on the Galaxy Tab S12+.
Together, the three present different applications for the same product family, whether it be sketching and research, information gathering, or sound recording and production.
Samsung also uses the campaign to highlight the hardware shared by the Galaxy Tab S12 Ultra and Tab S12+.
Both devices feature slim designs, long battery life, and IP68 dust and water resistance.
Their included S Pens support drawing and note-taking, while Dynamic AMOLED 2X displays provide vivid visuals.
77% of Consumers Prefer Influencer-Created Content
Samsung's campaign arrives as audiences prefer ads that feel closer to creator content.
IZEA's 2025 Trust in Influencer Marketing report found that 77% of consumers prefer influencer-created content over professionally scripted advertisements.
It also found that 86% search for brands on social media before making a purchase.
Efron's participation gives Samsung a face to carry its product messaging, while the specialists provide the practical knowledge needed to make each activity convincing.
Brands planning celebrity-led product campaigns can take three lessons from Samsung and Mocean:
Give the Celebrity Something to Learn
Brands should consider putting their spokesperson in situations that require genuine participation, giving viewers a reason to follow the story outside the endorsement.
In Samsung's case, Efron learns from a surfboard shaper, a beekeeper, and a music producer across three different advertisements.
Assign Each Product Feature a Clear Job
Brands should connect individual features to specific consumer needs.
Samsung demonstrates the S Pen through surfboard sketches, Multi-Active Screen through beekeeping research, and tablet-based creative production through the music installment.
Give Agency Partners Room to Show Their Range
Brands should consider agencies with experience in adjacent creative industries when developing campaigns that need entertainment value and product education.
Mocean's work gives the agency an opportunity to demonstrate how its entertainment background can support a major technology campaign.
Overall, Samsung's campaign gives Mocean a platform to show just how well it can make technical products part of stories that engage audiences.
Our Take: Can Mocean Build on Samsung's Entertainment Brief?
A tablet commercial can easily become a parade of specifications, but Samsung gives Mocean three different environments and lets the product find a place in each.
Now, this creative approach is common in most of the brand's previous work.
However, much like its stint with influencer Haley Bayley, the latest effort still feels fresh because it has a new set of features to play around with.
We think this is a useful direction for agencies pursuing technology accounts.
When it comes to tech, you have to understand the entertainment value of the assignment before deciding how to demonstrate the hardware.
Brands introducing new technology often rely on creative partners who can translate technical features into clear, engaging stories.
Explore these top creative agencies to help bring product innovations to life.
