• by Fern Siegel , August 7, 2023

The latest launch campaign for Samsung’s new set of tablets, the Galaxy Tab S9 Series, targets the creator generation, those who use online platforms to publish and monetize content.

BBH USA, part of the Publicis Groupe, is responsible for the creative, which will run over the course of the year.

The Gen Z demographic is now entering the professional world via summer internships. Many want to pursue meaningful, challenging work that is also financially rewarding. The new spot shows how the Galaxy Tab S9 kick-starts the interns' creative sensibilities. Plus, they save the day for the agency.

The long version of the "The Interns" spot is here, but there are also 30- and 45-second iterations.

The work is running across social channels alongside a more product focused spot. Additional creative will launch in the coming weeks.

“We mined all the bad ideas we had as interns ourselves when starting out — when you’re just generating lots of terrible ideas in the hopes that you'll stumble on something decent, hoping for inspiration. Which is still kind of what we do — only some of us get a tool like the Tab S9 to do it on," said Ryan Paulson, group creative cirector, BBH USA.

“The Interns” is the first piece to air in the "See Great. Be Great." campaign for Samsung’s Galaxy Tab S9 series, which hopes to redefine what a tablet can be. 

"Gen Z recognizes the power of creativity for success in life and careers. They leverage tablet PCs to bring their unique ideas to life, unlike older generations who view them as entertainment,” said Matthew Leem, vice president, head of brand marketing, Samsung HQ Mobile eXperience.