Samsung Galaxy Annoying Ads
Advertising can often be quite annoying, a sentiment many can agree on. Samsung and Leo Burnett have taken this universal truth to the next level with their guerrilla campaign “Annoying Ads,” designed to highlight the AI-based Object Eraser feature of the new Samsung Galaxy S24 Ultra. This innovative tool allows users to effortlessly remove unwanted objects from their photos – including, ironically, annoying ads.
Showcasing the Galaxy S24 Ultra
The primary goal of the “Annoying Ads” campaign is to showcase the impressive capabilities of the Galaxy S24 Ultra. Samsung cleverly hijacked Germany’s most iconic photo spots, obscuring popular landmarks with mobile advertising posters. These truck billboards featured witty headlines such as “Don’t get annoyed by this ad. Just get rid of it.” and “This is an annoying ad for a tool that helps you remove annoying ads like this one from your photos.”
Benjamin Merkel, Executive Creative Director at Leo Burnett, expressed his enthusiasm for the campaign, stating, “Our ‘Annoying Ads’ campaign highlights how the new Galaxy S24 Ultra is revolutionizing smartphone photography with the help of AI – with a guerrilla campaign that is just as revolutionary.”
Creative Execution
The creative team behind this innovative campaign included David Unger, Dustin Kurth (both Creative Directors), Rachel Lucchesi, Claudia Valencia, Merlin Meiss, and Max Gehring. They designed a campaign that not only captured attention but also entertained and educated the audience about the Galaxy S24 Ultra’s capabilities.
Capturing Attention and Engaging Audiences
By obscuring Germany’s most popular landmarks, the campaign naturally drew the curiosity and frustration of tourists, only to provide them with an immediate solution using the Object Eraser tool. Promo teams on site demonstrated how the feature works, allowing “photo-bombed” tourists to see firsthand how easily the annoying ads could be removed from their photos. This hands-on experience highlighted the practical benefits of the Galaxy S24 Ultra, making the campaign memorable and engaging.
Mario Winter, Vice President of Marketing at Samsung, explained, “With this campaign, we not only captured the most popular sights in Germany but also gained the attention of a broad target group. Entertainingly, we made them aware of the possibilities and necessity of our Object Eraser and showed how easily unwanted elements can be removed.”
A Lasting Impression
The “Annoying Ads” campaign not only showcased the technical prowess of the Galaxy S24 Ultra but also provided an amusing and interactive experience for the audience. The campaign successfully turned a common frustration into a memorable and enjoyable encounter, reinforcing the Galaxy S24 Ultra’s position as a leader in smartphone photography.
This professional campaign titled ‘Annoying Ads’ was published in Germany in May 2024. Created by Publicis Groupe Germany for the Samsung Galaxy brand, this experiential and integrated media campaign is a testament to the innovative and engaging approach Samsung continues to take in the electronic devices industry.
