# Convention-Challenging AC Campaigns Samsung's WindFree Ad Stars a Savvy Grandma-Fluencer By Laura McQuarrie | Published 2024-03-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/windfree References: [campaignasia](https://www.campaignasia.com/video/samsungs-new-air-conditioner-campaign-is-grandma-approved/494930)  While it might seem natural for a tech brand to speak to a Millennial and Gen Z audience with influencers in the same age range, [Samsung](https://www.trendhunter.com/trends/first-flips) is selling the best features of its WindFree air conditioners with a Grandma-Fluencer. Rather than relying on a young creator to convey the benefits of its air conditioner range, Samsung flips the script by using the family member who is usually the last to adopt new technology. Samsung, in partnership with [BBDO Bangkok](https://www.trendhunter.com/trends/what-ai-can-save), created an educational campaign that proves even the most traditionally minded consumer can see sense in getting with the times. The humorous ad shows the Grandma-Fluencer winning over Gen Z with CGI effects, action movie stunts and plenty of features that highlight Samsung's latest innovation in sustainability and AI. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 86% | Activity: 68% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Intergenerational-influencer-campaigns:** Traditional consumer segments are being reached through unconventional influencer collaborations, challenging industry norms. - **Humorous-technological-advertising:** Advertising campaigns are leveraging humor to promote technological advancements in a refreshing and engaging way. - **Family-driven-marketing:** Marketing strategies are tapping into the power of family dynamics to showcase product benefits and appeal to diverse age groups. ### Who This Affects Most - **Tech-advertising:** The tech industry is exploring new advertising approaches to connect with consumers across different generations and break traditional marketing boundaries. - **Consumer-electronics-marketing:** Consumer electronics brands are embracing unconventional marketing tactics to resonate with a wider demographic and drive innovative messaging. - **Creative-brand-partnerships:** Collaborative brand efforts are reshaping marketing strategies by merging traditional values with contemporary influences to captivate diverse audience segments. ## Related on Trend Hunter - [People-Powered Intelligence Campaigns](https://www.trendhunter.com/trends/abuela-intelligence.md) - [Gen Z Skateboarding Campaigns](https://www.trendhunter.com/trends/first-flips.md) - [Gen-Z-Targeted Phone Spots](https://www.trendhunter.com/trends/recipe-ideas.md) - [Household Expense Ads](https://www.trendhunter.com/trends/what-ai-can-save.md) - [Virtual Appliance Showrooms](https://www.trendhunter.com/trends/appliance-showroom.md) - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Wild Granny Campaigns](https://www.trendhunter.com/trends/your-grandmas-energy-drink.md)