Leo Burnett Israel has created a film that showcases Gen Z’s irreverence for rules and “proper” behavior, instead emphasizing their penchant for inclusivity and demand for freedom to live their lives the way they see fit, with products that match their beliefs and values.
‘Way out’ launches Samsung’s newest accessories, its earbuds (Galaxy buds2) and smartwatch (Galaxy watch4), by launching teens through a portal of escapism and self-expression where Samsung products integrate seamlessly with their lives. Opting to convey a feeling rather than overtly selling product features, the campaign captures the essence of a generation without filters.
“While many competitors famously maintain a closed system, Samsung is open to all options. You can connect wireless headphones or a smartwatch you bought from a competitor in the exact same way that you can connect your Galaxy watch or earbuds and still enjoy a perfect connection. Equally, Gen Z is a generation that enjoys the freedom of choice like no generation before them. They don’t like to be pigeonholed and strive to enjoy the best of all worlds. This freedom of choice is the angle we wanted to work when launching Samsung's newest accessories,” explains Ami Alush, Creative VP, Leo Burnett Israel.
Ronen Salem Samsung Israel’s VP of Marketing says: “Samsung is a really courageous company – unlike any other I know. Why? Because it’s not afraid to launch groundbreaking innovation that no other brand or manufacturer would dare launch. Opening up your system and going open source is a gutsy move. So is giving your agency free rein to capture the truth of an isolated generation instead of overtly selling the product benefits of the Samsung ecosystem range.”
‘Way Out’ is directed by Tal Zagreba at Great Guns. “I’m a huge fan of this generation’s gritty aesthetic and wanted to capture it authentically. The aim was ultimately to celebrate that Gen Z feeling, with Samsung’s products shown simply as a portal through which to amplify their self-expression, and I believe the target audience will appreciate that.”
The “No way Out” soundtrack is an original music score created by an Israeli Electronic duo called Escapism. It captures an atmosphere of youthful energy, uninhibited and uncompromising, reflecting a generation that lives very much in the now.
The commercial closes with a tagline created especially for the campaign: “Choose whatever. Life opens up with Galaxy”.
Advertising Agency: Leo Burnett, Tel Aviv, Israel
Creative Director: Oren Ben Naim
CEO: Imi Eiron
CCO: Ami Alush
Creative Team: Dror El-Al, Olga Vorobieva
Agency Producer: Menny Zarhia
Account Supervisor: Shiran Feldman, Tom Eshel
Account Manager: Noam Cohen
Director: Tal Zagreba
Production Company: Gigi Productions
Marcom Director: Eva Hasson
Client: Samsung Israel
Head of Marketing: Ronen Salem
Ecosystem Marketing Manager: Zach Ben-Ari