The Samsung Galaxy Xcover campaign plays a game of make-believe with its audience. To imaginatively illustrate the mobile phone's waterproof capabilities, it shows text messages from fictional characters including Jack Dawson from 'Titanic,' Ariel from 'The Little Mermaid' and the Dragon King of the East Sea. Considering the impossibility of such texts, the campaign hilariously admits that the phones may be waterproof, but they can't work from those depths.
Created by Cheil China, an ad agency based in Beijing, China, the Samsung Galaxy Xcover campaign was art directed by Shengxiong Chen, Qianli Ma and Wenxing Wu. With copy by Wei Xu and Tingting Zhang as well as illustrations by Yuehui Tang, the ad campaign came together nicely as a whole.
Waterproof Phone Ads
The Samsung Galaxy Xcover Campaign is Fantastically Fictional
Trend Themes
1. Fantasy-inspired Advertising - Exploring the use of fictional characters to creatively showcase product capabilities.
2. Imaginative Storytelling - Using storytelling techniques to engage and entertain audiences in marketing campaigns.
3. Humorous Marketing - Incorporating humor into advertising to create memorable and relatable content.
Industry Implications
1. Mobile Phone Industry - Leveraging creative advertising techniques to promote innovative features in waterproof smartphones.
2. Advertising Industry - Exploring new approaches to captivate and entertain audiences through imaginative storytelling in campaigns.
3. Entertainment Industry - Collaborating with brands to create humorous and engaging content that resonates with audiences.