Colenso BBDO has shot a NZ-produced TVC for the local launch of the new Samsung Galaxy S7 smartphone.
Now You Can, directed by Riley Blakeway and produced by Robber’s Dog, showcases the water-resistance of the phone – not by telling people about its features, but how it can be used in iconic Kiwi locations while doing classic Kiwi activities.
The strong visual content has hit a chord locally with the video racking up over 700,000 video views across YouTube and Facebook in less than a week.
Unlike the usual conventions for a major phone launch, ‘Now You Can has been cast, shot, and produced entirely in New Zealand using New Zealand actors in locations like Bully Point, Kitekite falls and Maori Bay.
“The water resistance feature of the Galaxy S7 is unique to Samsung, but is also incredibly relevant to Kiwis,” says Samsung marketing director Mike Cornwell.
“Here in New Zealand we’re always close to a beach, a river or a lake, so there’s an emotional connection to the water that we wanted to explore with our messaging around the new phone. We’re pleased with the creative, because it tells a story about the phone in a way that New Zealanders can relate to.”
Colenso group business director Ahmad Salim said: “We’re very proud to make a piece of film for Samsung that’s not only shot here but is meant especially for New Zealanders, and showcases some of this beautiful country. We hope it continues to resonate and gets great results for the GS7.”
This film is the first phase of Now You Can with more work showcasing the Samsung GS7’s other features coming later in the year.
CREDITS
Client: Samsung New Zealand
Agency: Colenso BBDO
Production Company: Robber’s Dog
Partners: Starcom
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