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Samsung Galaxy: Night Owls
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In a category fixated with grind, accomplishment, and a 'go-go-go' mentality, Samsung delivers a different perspective on health and wellness. In its latest film, 'Night Owls,' Samsung is planting a new flag for wellness for gen z and pushing back against prescriptive health ideals in favour of a wellness that’s all their own. This campaign brings to life Samsung's open philosophy - customisable by choice and inclusive by design. The launch spot for 'Your Galaxy. Your Way' is a rallying cry to the next generation of individuals who are pushing back on the tropes and social pressures of fitness - because there is only one schedule worth running on: your own.
Agency: Ogilvy With Samsung Galaxy, it’s Your Wellness, Your Way. The next gen’s definition of health and wellness has changed. They want to grow, not grind. Imperfections are prideful, not shameful. And physical fitness is only half the story, with mental wellness a massive and rising priority. But swaths of the health and wellbeing category are still about perfecting the so-called ‘right’ habits. In its new campaign, Samsung rallies gen z to be the agent of their own personal wellness, using its tech as an ally, not master. The hero spot issues the manifesto, through the creative metaphor of ‘Night Owls’ – those who operate, play, and explore at night. Against the revolutionary strains of ‘Seven Nation Army,’ we see one such ‘night owl’ rise and get active on seemingly the ‘wrong’ schedule, a voiceover pushing back against prescriptive ideals of when and how long to sleep and rallying others to make wellness firmly their own. This is far more than just an ad campaign though. From sleep to diet, mind and activity, Samsung’s products and features are designed to support, not shame, the next generation however they choose to be well.
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