Samsung’s latest ad for Galaxy S9/S9+ smartphone debuts during Oscars

Samsung launched its latest ad called 'Make it Yours' for its flagship Galaxy S9/S9+ smartphones during the airtime of 90th Academy Awards featuring Oscar Nominees

e4m by exchange4media Staff
Updated: Mar 5, 2018 3:18 PM

As a prelude to Women’s Day on March 8, Samsung celebrated women who are changing the face of Hollywood by featuring them in their latest ad called 'Make it Yours' for the Galaxy S9 and S9+ smartphones during the Oscars. It showcased Academy Award nominee Rachel Morrison – the first-ever woman nominated for Best Cinematography – with her ‘Mudbound’ director, Oscar nominee (adapted screenplay) Dee Rees to debut the new commercial for Samsung’s new Galaxy S9 and S9+ smartphones.

The 60-second spot, also a promoted tweet during the Oscars telecast, opens with two women unsure what to create with their Samsung Galaxy S9 and S9 Plus phones, which are designed for social media creation such as aperture-changing rear cameras and AR Emoji.

In the advertisement called ‘Make it Yours’ the two young women decide to create something using the smartphones, but are unsure of how to begin the creation process. In step makers and influencers from YouTube to Hollywood, each of whom have defied their own personal barriers and learned valuable lessons in their careers, including Morrison, Rees, Issa Rae (HBO’s Insecure), YouTuber Akila Hughes, filmmaker Ann Lupo, and Taika Waititi, Maori actor and director among others.

After making its debut during the 2018 Oscars broadcast it's running exclusively in digital media. The spot is part of the company’s ‘Do What You Can’t’ campaign highlighting Samsung’s mission to “break barriers and fuel meaningful progress and do what can’t be done to achieve the impossible,” according to a release.

The South Korean multinational electronics brand is a familiar name when it comes to advertising heavily around Academy Awards. The seamless integration of its Galaxy Note 3 smartphone into the show (five-and-a-half minutes of airtime), back in 2014, worked wonders when the then host Ellen DeGeneres used it to take a selfie of the star-studded front row including the likes of Bradley Cooper, Jennifer Lawrence, Meryl Streep and Brad Pitt among others. This was part of its $20 million sponsorship deal with channel ABC which the brand claimed to be spontaneous. The selfie was retweeted nearly 3 million times within two days. It also inked a Twitter deal for promoted celebrity selfies from the greenroom backstage.

Meanwhile other fashion brands like Gucci chose to put out their most expensive and exclusive products on parade to maintain elite status as well as move products to the masses.

Watch the ad here:

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