Out of context, Ad Nut was confused.
Samsung’s bedtime story-like animated sketch telling the tale of “Julian and his magical skates” seemed like it had come weeks too late, with its twinkly Disney-esque music rather hackneyed and Christmas-like, and its shades of wintry blue and white seeming completely at odds with Ad Nut’s understanding of Malaysia’s climate.
At more than two minutes, it took Ad Nut some perseverance to get to the end, where all is revealed and everything makes sense, in context of course. Julian, it turns out, is Julian Yee, Malaysia’s first ever figure skater to qualify for the Winter Olympics.
As an official sponsor of PyeongChang 2018, Samsung’s heartwarming interpretation of Julian’s rise to stardom makes a lot more sense. Ad Nut also recognises Ad Nut’s own lack of local knowledge, for presumably Malaysians would know exactly what was going on from the moment Julian is presented with his skates.
The end also delivers the branding hit, revealing that the skilfully silky animation was illustrated on a Samsung Galaxy Note 8. Sure the theme of wondrous, fairytale success is as old as they come, but the Olympics is built on these sorts of stories, and consumers are less cynical about them once every four years, particularly when they celebrate homegrown stars.
However, Ad Nut remains somewhat confused about exactly who Samsung is targeting with this piece. The creative concept is aimed at children and families, yes, to get them excited about the Games. But does it make purchasing decision-makers want to go out and buy a Note 8? Ad Nut is not so sure.
Will Ad Nut pay extra attention to Julian Yee when kicking back with a bag of pop-acorn and watching PyeongChang 2018? For sure.
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