• by Fern Siegel , September 7, 2022

Who better than Leonardo da Vinci to demonstrate the art of multitasking?

The famed painter-scientist is the star of a new Ogilvy New York spot highlighting Samsung’s Galaxy Z Fold4 and Galaxy Z Flip4 smartphones.

The agency created two spots, which run globally on TV, as well as digital and social platforms.  

The first, “The Art of Multitasking,” humorously posits a technical leap — how da Vinci might have created his Vitruvian Man drawing, if inspired by the Galaxy Fold4. 

Backed by Queen’s “Don’t Stop Me Now” music, the ad shows da Vinci scrolling through old photos until his attention is caught by one. With the S Pen, he uses that visual inspiration to begin sketching his future masterwork, dropping images and even picking a frame between multiple apps.

The message to users: They can accomplish more, and faster, with the Samsung foldable phones.

The launch spot, “Your Crew in Full View,” centers on a cat who uses the FlexCam to photograph himself and his dog friends. However, once the owner catches her pet in the act, the shoot ends. The tagline reads: “Capture new perspectives with FlexCam. The music is set to “Struttin’ by Thumpasaurus.

“These devices are truly innovative and first-of-their-kind. But we didn’t just want to make demo films. We wanted to make work that could bring some much-needed storytelling and humor into a category that tends to be cold and too product-centric," said Carlos Perez, executive creative director, Ogilvy New York.

In August, Samsung launched a social-media campaign highlighting both smartphone devices, created by Cheil Dallas and Cheil network agency McKinney. The work expanded the “Reserve” campaign, begun in late July, but did not reveal the device.

Ogilvy New York has also done work for Dove, The New York Philharmonic and EY US.