"Recipe"

12 May 2025

30s

Your AI companion.

One of three commercials directed by Mackenzie Sheppard for Samsung, this instalment centres around a young man who puts too much sugar in his gochujang pasta sauce. No need to panic, says chatbot Google Gemini—just use that sauce as the basis for cookie dough. The phone, increasingly the constant companion of a whole generation (and let's be honest, their parent's generation as well), has saved the day.

What isn't stated aloud here but easily could be is the shortfall between Samsung's AI offer (via Google's Gemini) and Apple's. Siri is a long way behind this level of assistance, and with their own deadlines being missed, Apple are being slow to catch up. The company is drifting towards a point when the furious loyalty of its customer base is going to be tested to the limit.

BBH Singapore's script has been amplified by director Sheppard to land this argument without explicitly making it, and it's all the more powerful for that.

Global

Mobile Phones