• by Fern Siegel , November 11, 2024

Samsung has a new iteration in its "See Great. Be Great" campaign for the Galaxy AI tablet.

BBH USA, part of the Publicis Groupe, produced the creative.

"The Promotion"  is a sequel to "The Interns," which ran in August 2023. The new spot features the novice ad team assigned to devise a new strategy — in 24 hours.

The two lead actors in the initial spot are back, as is director Thomas Ormonde.

Using the Galaxy Tab S10, the duo exploits all the bells and whistles available — developing a presentation spell book that illustrates the tablet's productivity and wowing the agency chiefs with their lively presentation, beating out a more seasoned team.

The campaign runs on YouTube and Samsung’s digital and social media channels. Various spot lengths of "The Promotion" are running.

“In a category that traditionally plays product information films very straight, I was thrilled when our Samsung partners’ wanted to lean into humor for a second year in a row,” said Erica Roberts, chief creative officer, BBH USA. “It gave us a chance to give ‘The Interns’ a real promotion in terms of humor and craft.”

This week, BBH USA also announced it appointed Jane Cronk and Ricardo Franco as executive creative directors and elevated Peter Defries and Alan Wilson to ECDs.