"The Next Big Thing Is You"

5 March 2026

3 mins 07s

A crafty little plan.

Tom Hooper has a remarkable ability to lean hard into the emotionality of an idea, unquestionably soaking it in a sticky saccharine substance, and getting away with it! Indeed, in this ad for Samsung, he doesn't just get away with it... he makes it work. The commercial tells the story of two young girls – best friends – who are going to be parted because of house move.

The ensuing interaction between the two is immensely sweet. The little girl who is staying put devises a plan which will enable them to be together even when they are apart. Taking the box that her father's new phone arrived in, she gets crafting and makes something for her friend which she reveals has magic qualities. The two let their imaginations run riot, and suddenly, the thought of their imminent separation becomes easier to bear.

The real vehicle through which this duo would be able to remain in touch is, of course, the phone itself, but by making it appear that it is something adjacent to the phone (ie. the box) they get to portray themselves as a responsible brand by avoiding the suggestion that children of this age should have mobile phones... even though, one suspects, they are actually fine with that!

Not that any of that concerns Tom Hooper who only wants to make his narrative tale the sweetest three minutes that you will watch today... omission he has accomplished with aplomb.

Global

Corporations