Samsung Mobile

Project Details

Our task was to go head-to-head with the industry-leader and hopefully overtake them. I thought it was a big ask, but sure enough, Samsung became the highest-selling smart phone in the world after a few months of this campaign's release. We overshadowed the launch of the iPhone 4 and then again a few weeks later with the 4S by poking fun of the fans with quotes from message boards and Apple's Keynote addresses and working incredibly fast to be on air the same week they were announced. The campaign sustained with funny vignettes of product benefits and pain points.

With 15 million hits in the first week, it was voted AdAge's #1 Viral campaign of 2012, Adweek's most watched tech ad of 2012 and Time Magaine's second best ad of 2012. Mashable named it the third most memorable ad campaign of the year and even made it to the Reddit top 10. It was featured on the Tonight Show, Rock Center with Brian Williams in his interview with Tim Cook, and won a Grand Prix Jay Chiat Award.


Samsung Mobile




Lead Designer, Art Director


Jeff Gonick, Lead Writer
Tim Semple, Lead Writer
Barton Corley, Creative Director
John Boiler, Executive Creative Director
Nicole Haase, Producer
Michael Downing, Director


  • Reddit Top 10
  • AdAge Viral Brand of the Year
  • Jay Chiat Award: Grand Prix
  • Effie: Silver
  • Hermes Award: Platinum
  • Time Top 10 Viral Video of the Year


  • AdWeek
  • AdAge
  • Business Insider
  • CBS News
  • CNN
  • Creativity Magazine
  • Forbes
  • Huffington Post
  • NBC News
  • NY Times
  • PC Mag
  • Tech Crunch
  • The Tonight Show with Jay Leno
  • USA Today