I’ve been in this situation way too many times. I’m streaming Netflix on my phone streaming Spotify and suddenly my once inviting Green Lantern-green battery icon changes color into a vile Satanic red. I sweat trying to finish up my hike and song or search desperately in the dark for my power cord.
Then wham! My phone is deader than the zombies I’m playing in TellTale Games’ The Walking Dead.
According to Leo Burnett Chicago and their client Samsung, I am not alone. The stress that sets in when cell power diminishes is a common syndrome called “Low Battery Anxiety.”
The answer – wireless charging.
This segues to Samsung’s new spot “Don’t You Die on Me” by the award-winning agency that demonstrates the human benefits of the fast wireless charging technology, pioneered by the brand, with cinematic drama and suspense.
The gripping spot, from Art Director Carlos Murad, Copywriter Kent Carmichael and director team Hoffman/Metoyer, follows viewers engrossed in gripping movies on their phones.
Just as key characters run into life or death situations – “Don’t die on me!” – the low battery sign starts flashing. Low battery anxiety sets in as the desperate hunt for a phone charger begins, complete with its numerous challenges.
The solution? Samsung’s Fast Charge Wireless Charger Convertible that the final watcher easily places her Samsung Note8 on as her movie continues uninterrupted.
“Samsung is always innovating ways to remove the barriers of everyday life. Our job is to tell the human stories behind the technology. Why is wireless charging amazing? Because when you’re on the edge of your seat, immersed in a movie, your phone should live to see every twist and turn too,” says Britt Nolan, Leo Burnett U.S. Chief Creative Officer.
According to an article on AndroidCentral.com wireless charging has been one of those tech advances that many people tend to ignore for two reasons. No Android phone that supports wireless charging has ever included a wireless charger in the box, and wireless charging was never considered as a faster alternative
The agency hopes to get users to begin considering the benefits of wireless charging and leave the drama for the entertainment they’re watching. This spot is a great start.
The campaign dropped October, 23.
CREDITS
Client: Samsung
VP, Global Marketing Team, Mobile Communication Division: Heesun Kim
Director, Global Marketing Team, Mobile Communication Division: Jessie Song
Manager, Global Marketing Team, Mobile Communication Division : Cindy Kim
Agency: Leo Burnett Chicago
Campaign: ”Don’t You Die On Me”
Global Chief Creative Officer: Mark Tutssel
US Chief Creative Officer: Britt Nolan
Creative Director, AD: Carlos Murad
Associate Creative Director, CW: Kent Carmichael
Senior Producer: Michael Petrucelly
EVP Global Account Director: Radim Svoboda
Global Account Director: Huy Ngo
Global Account Executive: Leif Nelson
Senior Strategist: Anthony Tharpe
VP, Director of Celebrity Services: Peggy Walter
Director of Music: Chris Clark
Production Company: MJZ
Director: Hoffman/Metoyer
Director of Photography: Ryley Brown
Executive Producer: Eriks Cumins
Line Producer: Tracy Broaddus
Editorial House: Whitehouse Post
Editor: Matthew Wood
Producer: Lauren Connolly
Post Production: MPC LA
Executive Producer: Christian Downes
Colorist: Ricky Gausis
Music Artist: Arvo Part
Sound Design: Whitehouse Post & Another Country
Mixer: John Binder
Lauren Rasch
Assistant Account Executive
lauren.rasch@mslgroup.com
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello.com.
