72andSunny takes a down-to-earth approach to science fiction for Samsung Galaxy Gear launch

72andSunny in the US has been charged with the onerous task of making science fiction come true in the form of the launch campaign for the Samsung Galaxy Gear, the South Korean giant’s Apple-beating (so far) computer on a wristwatch.

Wisely perhaps it’s chosen to contrast this rather winning device with super-watches of the past, all from fiction. With not a happy-smiley user in sight, thank God.

The MDC-owned agency has shown a sure touch in its efforts for Samsung so far; something that must be causing alarm both at Apple HQ and its long-time agency TBWA Media Arts Lab.