Samsung Film Samsung Galaxy S II: Next Big Thing by 72andSunny Los Angeles

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Samsung Galaxy S II: Next Big Thing

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Industry Mobile phones, devices & accessories
Media Film
Market United States
Agency 72andSunny Los Angeles
Director Michael Downing
Executive Creative Director John Boiler
Creative Director Time Wolfe, Jason Norcross
Art Director Mike Bryce
Copywriter Tim Wolfe
Producer Tracy Broaddus, Charlie Cocuzza
Account Supervisor Matt Rohmer
Editor Geoff Hounsell, Paul Martinez - Lostplanet, Stewart Reeves
Released February 2012


Super Bowl 2012
Television - Entry

Credits & Description

Category: Home Electronics & Audio-Visual
Advertiser: SAMSUNG
Product/Service: GALAXY SII
Agency: 72ANDSUNNY
Production Company: EPOCH FILMS, Beverly Hills, USA
Chief Creative Officer: Glenn Cole
Executive Creative Director: John Boiler
Creative Director: Jason Norcross/Time Wolfe/Mike Bryce
Copywriter: Tim Wolfe
Art Director: Mike Bryce
Agency Producer: Sam Baerwald/Danielle Tarris/Becca Purice

Account Supervisor: Matt Rohmer
Producer: Charlie Cocuzza/Tracy Broaddus
Director: Michael Downing
Editor: Geoff Hounsell/Paul Martinez/Stewart Reeves
Sound Design/Arrangement: Barking Owl
Post Production: The Mill La
Music: Rolfe Kent/Dinner With Randal’s Relations
Account Manager: Kristin Miller
EditingCompany: Arcade Edit

Account Manager: Kristin Miller
Editing Company: Arcade Edit

Other Credits: End Device - Telecine/Online Finishing - The Mill/Mix Studio - Play

English Description
In 2011, the mobile phone market consisted of iPhones and everybody else with Apple considered the de facto leader in technology even though their sluggish product cycle meant less innovation, less often.

So how could Samsung become the leader of the opposition, making it a two-horse race at the top of the mobile phone market?

By challenging the blind allegiance of Apple’s most-die-hard fans – fanboys. De-positioning Apple as an innovator and leader to neutralize their perceived brand advantage, and creating a binary “Samsung or Apple?” conversation in the Smartphone space.