Humans and tech live in harmony
There’s a lot being said about AI right now, but most of it remains pretty high-level. How do we teach the machine mind to value things the way humans do? How do we create scenarios where technological benefits outweigh the risks?
Regardless of where you stand in the AI conversation, there’s a lot of talk about how businesses may be using it, how creatives and artists can use it, or how students can cheat on exams with it. The case studies for how AI benefits people in everyday life seem sparse.
This is clearly a delivery and UX issue. So, for its Galaxy S25 Ultra, Samsung enlisted BBH Singapore to rethink how AI can live alongside us and lighten the load.
In one ad, a woman in a busy workplace gets a casual meal invite from a friend—something that can result in so many mental and logistical gymnastics that it’s often easier to not answer. Here, though, she simply offloads the problem, and all its variables, to her phone—which even preps the text reply. All she has to do is hit send.
In another spot, a guy wakes to a “morning brief” from his Galaxy S25, which makes it easy for him to get up and go. His day appears on screen, neatly streamlined, down to the A.M. run.
“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI,” says agency CCO Sascha Kuntze. “Through an audience centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives—not just as innovative tech, but as a companion.”
To maximize relatability, BBH took care to produce what it calls a “cinematic universe” of characters facing banal situations that can shut us down, or sabotage the rest of our day. The narrative never leaves their perspective. Though the ads detour into the media universe of the AI itself—crunching data, running specs on restaurants, checking the weather and other mundane activities. We once engaged in such actions without an AI assist, slow-data transmitters in comparison to the S25’s faster mind.
If the service works as smoothly as seen here, it makes a solid case for how AI ups your virtual assistant’s ante, potentially onboarding users who might previously have preferred not to talk at their phones (like us).
“Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before,” says Samsung EVP Sung Chang.
CREDITS
ProdCo.
Director: Mackenzie Sheppard
DOP: Oliver Millar
2nd Unit Director: Kai Sandy
Production Designer: Jonathan Houlding
Stylist: Neesha Champaneria
MD: Jon Adams
Head of Production: Sam Levene
EP: Ella TG
Producer: Polly du Plessis
Production Manager: Sam Somers
Habitant Mexico Service Company
MD: Arturo Arroyo
EP: Matias Godoy
Producer: Andrea Fumero
Edit House
The Assembly Rooms
Editor: Jack Williams
Editor & Assistant: Tamara Ishida
Editor EP: Dan Breheny
Editor Producer: Phoebe Armstrong
Work Post
Editor: Pang Wei Fong
Black Kite
Colourist: Rich Fearon
Head of 2D: Guillaume Weiss
Post Producer: Phil Roy Brewster
Head of Production: Hannah Ruddleston
The Mill Seoul
2D Lead: Youkyung Kim
