Samsung unfolds heart-pumping nostalgia in new generation love story

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Something for everyone except hardened anti-teccies in this holiday 2021 commercial for South Korean electronics giant Samsung as the latest generation of smartphones unfold their feelings. Are we watching a hidden love story, insidious influencing, a festive sprinkling of magic - any or all of the above? The ad is backed with a soundtrack of the Backstreet Boys '90s hit 'I Want It That Way', leaving the 'It' to our individual imaginations. It's hard not to be beguiled by the heart-pumping visuals and the attribution of emotion to chunks of tech kit. Does it strike a responsive chord with you, or are you just thinking this is simply sexualisation of smartphones and commercial cynicism that touches more wallets than hearts? Non-cynics are loving the 'open your heart, open your gifts, make a surprising discovery' message.

Keywords: Samsung Z Fold 3, Samsung holiday commercial 2021, Christmas ads 2021, next generation smartphones, Weiden & Kennedy Amsterdman, W+K