Samsung's latest ad for the Galaxy S9 features accomplished actresses Issa Rae and Constance Wu and film director Taika Watiti through...
Samsung's latest ad for the Galaxy S9 features accomplished actresses Issa Rae and Constance Wu and film director Taika Watiti throughout various scenes encouraging girls to make anything, even "something awkward.” The ad was directed by Dee Rees, who teamed up with her DP from Mudbound, Rachel Morrison.
The 60-second spot begins with two women deciding they want to make something using the phones, but they’re not sure where to start. A bunch of celebrities and influencers jump in to answer that question, often drawing from their own bodies of creative work.
Actress and director Issa Rae, notes, “Make something awkward,” is a homage to her YouTube web series The Misadventures of an Awkward Black Girl, which became the inspiration for her HBO series Insecure.
Constance Wu, star of the upcoming Crazy Rich Asians film and ABC's sitcom, Fresh Off the Boat, wants to encourage everyone to “make a new way in,” as she opens a new door, presumably to an exclusive event.
Meanwhile, director Taika Watiti advishes the women to “Make something big,” referencing his work at the helm of Marvel’s wildly successful Thor: Ragnarok.
Through their inspiration and guidance, Samsung is encouraging that the girls will learn how they make something their own – whether it’s something beautiful, something awkward, something that makes people respect you, or something that makes history with the help of the Galaxy S9, of course.
The spot is part of Samsung’s ‘Do What You Can’t’ campaign highlighting the company’s mission to “break barriers and fuel meaningful progress and do what can’t be done to achieve the impossible.”
It goes on to say that the Samsung Galaxy S9 and S9+ are “designed for the ways we increasingly communicate and express ourselves with images, videos and emojis,” and are touted as the ideal device for inspiring every day creators who look to make every day moments epic.