Samsung has enlisted the celebrity one-two punch of Raheem Sterling and Fearne Cotton to promote the launch of the Samsung Galaxy S23 ‘fan edition’ device.
In a festive-themed throwback, the film is reminiscent of nostalgic mid-naughties ads for music compilation CDs, positioning the tech firm’s new device’s array of features as punned-filled pop tracks.
Developed by creative agency Mother, the 40-second clip variously highlights the Galaxy S23’s ‘smart brightness’, ‘long battery life’, ‘super fast processing speed’, and a ‘spectacular camera’.
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“The naughties are back. With the decade that fashion forgot back in vogue,” Samsung Electronics UK marketing and omnichannel director, Annika Bizon said.
“We thought there was no better way to introduce the S23 FE than delving into noughties’ music history. While subtly reminding everyone how our smartphones have made everything today much more convenient.”
