Samsung Galaxy A54 5G: Awesome Durability

Smartphones... they're so much more than just a piece of tech. The new Samsung Galaxy A frees us to express our creativity and share our passions, helps us stay connected with friends and family...it really feels more like a life companion than a gadget, in fact one could say it's an Awesome partner. So when being able to use our devices is potentially inhibited or complicated, it’s no surprise that our reactions can be a little... dramatic. It’s these small, fun and at times, trivial, moments of jeopardy that Samsung and Wieden+Kennedy Amsterdam play with in the launch campaign for the brand’s latest Galaxy A Series; their fourth iteration of the “Awesome is for Everyone” platform together. The hero film sees its protagonist, Hayley, clumsily drop her device. As it tumbles through the air, she fears for its survival, and with a large scream - “MY GALAXY AAAA...” - she and the viewer are taken on a wild ride through the fun and evocative memories that she and her phone have shared together. Zooming out of her reverie and back into the present day, she recovers to make an improbable catch, just before her Galaxy A hits the ground; panic over, awesome! The campaign’s 15” films follow similar moments of jeopardy, but this time designed to highlight specific features: from not having anywhere to charge on a 2 day camping trip; to losing your fast, 5G connection just as a new sneaker is about to drop; misplacing your device when that perfect, night-time photo opportunity arises; and the consequences of a Galaxy A coming into contact with a stray frisbee or even a nonchalantly tossed prawn.