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Samsung
'Heritage (DC)'
4 June 2024 1 min 37s
Through the ages.
by Andrew MacGregor

A couple reminisce about mobile technology in a Samsung commercial from agency BBH Singapore and director Rodrigo Saavedra. "Remember when we were always on the phone?" the woman asks her partner, with 1983 the first stop on Memory Lane.

Her younger self bemoans the fact that telephones have cords with no respect for privacy or practicality. Cut to her future husband a few years later in a cab with a ‘mobile’ phone that could crush an animal. Small things come from big beginnings, right?

The world's first MP3 phone (complete with its own "ridiculously radical" ad) comes next, followed by the TV phone, the watch phone, and the smartphone. The latter is of course introduced by a man in a turtleneck jumper, as Samsung can never resist a sly dig at Apple.

Each vignette adds up to a lively history of consumer tech, even if the VO starts to grate early on. Galaxy AI is next on the timeline—will future protagonists laugh fondly about it, or be programmed not to?

Product Category: Corporations

Territory: UK



production
immigrant.studio
Director: Rodrigo Saavedra
Producer: Maurizio von Trapp
EP: Phie Hansen / Guilherme Passos
DOP: Todd Martin
Prod Design: Mark Connell
1st AD: Kristina Ilyina
editing
Stitch
Editor: Ben Corfield / Ivan Kanter
Casting: Kharmel Cochrane

  Samsung - 'Heritage (DC)'


Samsung
'Heritage (DC)'
4 June 2024 1 min 37s

Through the ages.

A couple reminisce about mobile technology in a Samsung commercial from agency BBH Singapore and director Rodrigo Saavedra. "Remember when we were always on the phone?" the woman asks her partner, with 1983 the first stop on Memory Lane.

Her younger self bemoans the fact that telephones have cords with no respect for privacy or practicality. Cut to her future husband a few years later in a cab with a ‘mobile’ phone that could crush an animal. Small things come from big beginnings, right?

The world's first MP3 phone (complete with its own "ridiculously radical" ad) comes next, followed by the TV phone, the watch phone, and the smartphone. The latter is of course introduced by a man in a turtleneck jumper, as Samsung can never resist a sly dig at Apple.

Each vignette adds up to a lively history of consumer tech, even if the VO starts to grate early on. Galaxy AI is next on the timeline—will future protagonists laugh fondly about it, or be programmed not to?

Product Category: Corporations

Territory: UK



production
immigrant.studio
Director: Rodrigo Saavedra
Producer: Maurizio von Trapp
EP: Phie Hansen / Guilherme Passos
DOP: Todd Martin
Prod Design: Mark Connell
1st AD: Kristina Ilyina
editing
Stitch
Editor: Ben Corfield / Ivan Kanter
Casting: Kharmel Cochrane

Samsung 4 June 2024
'Heritage (DC)' 1 min 37s

Through the ages.

by Andrew MacGregor

A couple reminisce about mobile technology in a Samsung commercial from agency BBH Singapore and director Rodrigo Saavedra. "Remember when we were always on the phone?" the woman asks her partner, with 1983 the first stop on Memory Lane.

Her younger self bemoans the fact that telephones have cords with no respect for privacy or practicality. Cut to her future husband a few years later in a cab with a ‘mobile’ phone that could crush an animal. Small things come from big beginnings, right?

The world's first MP3 phone (complete with its own "ridiculously radical" ad) comes next, followed by the TV phone, the watch phone, and the smartphone. The latter is of course introduced by a man in a turtleneck jumper, as Samsung can never resist a sly dig at Apple.

Each vignette adds up to a lively history of consumer tech, even if the VO starts to grate early on. Galaxy AI is next on the timeline—will future protagonists laugh fondly about it, or be programmed not to?

Product Category: Corporations

Territory: UK



production
immigrant.studio
Director: Rodrigo Saavedra
Producer: Maurizio von Trapp
EP: Phie Hansen / Guilherme Passos
DOP: Todd Martin
Prod Design: Mark Connell
1st AD: Kristina Ilyina
editing
Stitch
Editor: Ben Corfield / Ivan Kanter
Casting: Kharmel Cochrane