Client: Samsung
Advertising Agency: Ogilvy, New York, United States of America
Production: Room 121
Director: Don Hanson
Executive Creative Director: Bastien Baumann
Group Creative Director: Abe Baginsky
Assoc Creative Director: Jon Yurek
Assoc Creative Director: Peter Nordrstrom
Executive Producer: Ben Berkon
Designers: Youri Hwang and Jiyeong Kim
Global Consulting Partner, Strategy: Sami Salmenkivi
Global Consulting Director, Strategy: Lynette Wong
Executive Partner, Global Client Leader: Carina De Blois
Executive Director: Olivier Sentucq
Account Director: Colleen Castle
Executive Producer, Music: Michael Freeman
Executive Director, Content Production: Cindy Rivet
Print Production: Don Hanson
Country: United States
Published: September 2020
Synopsis:
Samsung continues to bet big on the future of foldables with the brand-new Z Fold2 and a provocative ‘Farewell, flat’ marketing campaign. Set to Otis Redding’s perfect break-up song “I’ve Been Loving You Too Long”, the camera pans through an entire era of flat grey slabs, before ascending a towering smartphone stack where the Galaxy Z Fold2 sits.
As the song crescendos, the Mystic Bronze Z Fold2 unfolds on its one-of-a-kind hinge into a stunning 7.6-inch screen – made possible by folding glass. Moving from iteration to innovation, the unfolding moment represents the dawn of a new day, and concludes with the bold provocation: ‘Farewell, flat.’
Gartner predicts that the foldables category will grow +75% CAGR year-on-year from 2019 to 2025. That’s 30 million foldables by 2023, and Z Fold2 is set to be a turning point from flat to fold. As Samsung boldly teases in the film, ‘As one era ends, the next one unfolds.’