Samsung from Sid Lee Paris: speedy, secure and humorous

Samsung ads tend to be a little obscure, but Paris agency Sid Lee has created three straightforward, light-hearted product demonstrations that make Samsung Pay seem like a good idea, because it’s extra secure and you get rewards.

They cover three occasions — Christmas, a wedding anniversary and a fancy dress party — that often require a last-minute purchase.

Laurent Moquet, Samsung’s marketing director in France said: “Samsung is first and foremost a product company, but we also have a lot of wonderful services that we want to shine the spotlight on. Sid Lee perfectly encapsulated Samsung Pay’s benefits and created three little films that engage consumers in what is a very active season for us.”

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.