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72andSunny’s new Samsung Galaxy campaign shows the Brits how to do it (and knock Apple)

I’ve just seen the US television work for the Galaxy S3. Awesome.

How do you combine in one 90-second spot product comparisons, make the competitors customers look like idiots, take the piss out of American culture and leave the viewer with ‘there isn’t an option other than to buy the Galaxy’? And pull it off with style and panache?

There is a lovely scene where a cool guy is waiting in line, obviously for the latest Apple iPhone, and he tells his neighbour he is keeping the place for someone else. He has a Samsung Galaxy S3. Then he looks up and says “Hi Mum and Dad”, the ones he is keeping the place for. They are a couple of older hippies. Very funny and what a putdown for Apple.

The line is ‘The next big thing is already here’ (In brackets, what are you load of sheep doing waiting for the Apple store to open, close brackets).

Samsung should run this work in the UK, assuming the product works here – I don’t know in truth. Samsung should not allow their UK marketing people to try re-invent the wheel and just run this outstanding work.

There has been so much comment recently about the lack of fresh advertising in the UK whereas this campaign is the freshest thing I’ve seen for ages.

The agency is called 72andSunny in LA and Amsterdam. I imagine someone cruising in LA in a convertible with the radio on when the presenter says “today it will be 72 and sunny.” The man at the wheel screeches to a halt and thinks what a great name for an ad agency.

I wish I’d thought of the name and, more importantly, had some involvement in creating this smashing, enjoyable, persuasive advertising.

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About Paul Simons

Paul joined Cadbury-Schweppes in brand management and then moved to United Biscuits. He switched to advertising in his late 20s, at Cogent Elliott and then Gold Greenlees Trott. He founded Simons Palmer Denton Clemmow & Johnson in the late 80s, one of the leading creative agencies of the 90s. Simons Palmer then merged with TBWA to create a top ten agency. Paul then joined O&M as chairman & CEO of the UK group. After three years he left to create a new AIM-quoted advertising group Cagney Plc. He is now a consultant to a number of client companies. Paul also shares his thoughts on his blog. Visit Paul Simons Blog.
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