You’ve seen the first Samsung Galaxy Note 3 and gear watch ad which has been airing on Mnet and other DStv channels over the past month. And (luckily) while we won’t be subjected to the nostalgic Dick Tracy-like ads as seen by our American friends, you can look forward to something more exciting, as it has Messi and a track by Lorde in it.
It’s more than just a cheesy marketing tactic, it’s brilliance, or at least for us Lorde and Lionel Messi fans. Titled “The Developer” the ad follows a mysterious character who enters an unnamed and desolate town with unclear motivations. As he moves through the grim and empty streets, the youth of the city become intrigued and begin to follow him. As the man winds through the twisted back alleys of the city, he uses his GALAXY Note 3 and GALAXY Gear to spearhead a secret project. He issues verbal orders into the GALAXY Gear upon his wrist, purchases an abandoned plot of land, authorises an army of heavy equipment to begin building and watches abandoned buildings being demolished on the GALAXY Note 3 in his palm. The children eagerly watching the man begin to signal to their friends that something amazing is happening. As youths begin to emerge from their homes, they sprint to the construction site and arrive at a stunning new field. Standing on the field is Lionel Messi, the mysterious character, inviting them to a game of soccer.
“Lionel Messi was the perfect fit for this campaign because of his strong ties to Samsung and the inspiring work which has been done through the Messi Foundation, which strives to give all children the same opportunities for making their dreams come true,” said Michelle Potgieter, Director, Corporate Marketing and Communications at Samsung Electronics SA.
The advertisement, entitled Messi’s Note (“The Developer,”) will be aired locally during November and December on M-Net, eTV and SABC3