Samsung just launched its new ad with the Oscar theme for the recently announced Galaxy S9 and S9 Plus phones. The announcement was directed by Dee Rees, who partnered with her Mudbound DP, Rachel Morrison.
The 60-second spot begins with two women who decide they want to do something with the phones, but are not sure where to start. A group of celebrities and influential people intervene to answer that question, often starting from their own body of creative work.
Actress and director Issa Rae, for example, says: "Do something uncomfortable," referring to her series on the YouTube website 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 Fresh Off the Boat, advises them to "make a new entry" as it opens a new door, presumably to an exclusive event. Director Taika Watiti advises women to "do something big", referring to her work leading the successful Marvel Thor: Ragnarok.
The publicity is part of Samsung's "Do what you can not" campaign focused on highlighting how S9 and S9 Plus phones come with tools for creating social networks, such as rear cameras with change of aperture, AR Emoji and storage space additional. (It will certainly be easy to make some uncomfortable Emoji ARs).
It's also full of stars enough to fit in with the rest of the Oscar ads. Still, despite starring in the Samsung ad, some celebrities like Constance Wu seem to be real-life iOS users. Others, such as Issa Rae, whose most recent tweet was sent from the Twitter Twitter application, may have been converted since the spot was filmed.