Samsung spot spotlights how Galaxy AI can assist health and fitness

Samsung has released a global campaign to spotlight Samsung Health and Galaxy AI features. 

Created by Bartle Bogle Hegarty Singapore, “A Samsung health story: racing to Fiji” follows a young couple who compete to get fit for a surf holiday. 

The two-and-a-half-minute film opens with Stacey sharing a memory from her camera roll with her partner Steve. She exclaims that it has been five years since they last went surfing.

With their surfing holiday fast approaching, the couple decide they need to get fit before they can hit the waves again.

The ad features a range of Galaxy products, powered by Galaxy AI, that help them prepare for the trip. The couple compete playfully to spur each other on. 

They compare their Energy Scores – a new feature on the Samsung Health app – and record their runs and swims on their Samsung Galaxy Watches.

When they eventually get to Fiji, the weather is not on their side and the surfing is compromised. They compare their energy scores once again, which reignites their fitness competition.

It was directed by Rhys Thomas through Stink Films, best known for his work on Saturday Night Live. Thomas has also shot shows like Documentary Now!, Comrade Detective and Hawkeye by Marvel.

The film was art directed by Christine Lim and written by Judy Au.

Sascha Kuntze, chief creative officer at BBH Singapore, said: “We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it and we were able to add elements of comedy to tell a really playful story.

“A Samsung health story: racing to Fiji” is expected to be the first in a series, which will develop the characters and their “world” in future episodes. 

The campaign will include 30- and 15-second edits, in global markets including UK, France, Germany and Korea, and on platforms including YouTube, Instagram and TikTok.

Sung Chang, executive vice-president at Samsung Electronics, said: “With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7 and Ultra, we introduced our new Energy Score – a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability and daily fitness activities. 

“And with Galaxy AI, you receive personalised insight messages and wellness tips to help you reach your personal health goals.”