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Samsung Tells a Meandering Tale About Unicorns, Business Things

Hey, look! It’s that dude who was on 30 Rock for a few seasons before they realized his character was totally worthless. This guy. Man, has that dude fallen on hard times or what? Let’s all hope he gets back on his feet before things get worse.

Anyway, the above 90-second spot from 72andSunny takes place in the fictional video game development studio of “Unicorn Apocalypse,” a fake game no doubt inspired by Adult Swim’s online “Robot Unicorn Attacks,” but about zombies because 20-something nerds sure love those. If you think 90-seconds sounds like a long time to watch hipster nerds talk about zombie unicorns and play around with their phones, you’d be right.

I’ve been a little back and forth about Samsung’s recent iPhone-bashing campaign. Perhaps it’s because I think it’s a really great idea, but the execution just misses the mark for some reason. Perhaps that reason, as most blatantly exhibited by the spot above, is because Samsung is targeting pretentious millennials who look down about those with different tastes. It makes sense to label iPhone buyers sheep, but there has to be a more subtle way to do it. Also, here’s a newsflash: pretentious people don’t think they’re pretentious. They just think that they’re right. So, portraying an over the top version of the demo (however accurate), will undoubtedly turn off the very consumer you most want.

As the current top comment on YouTube asks, “Why does Samsung insist on making everyone with their phone act like a 20-something douchebag?” Good question. Credits after the jump.

72andSunny
John Boiler CEO, Partner
Jason Norcross Executive Creative Director
Matt Heath Creative Director, Writer
Barton Corley Creative Director, Writer
Patrick Maravilla Lead Writer
Brandt Lewis Lead Designer
Allison Hayes Sr. Designer
Jack Jensen Writer
Sam Baerwald Director of Film Production
Angelo Mazzamuto Senior Film Producer
Erin Goodsell Senior Film Producer
Nicole Haase Senior Film Producer
James Townsend Group Brand Director
Andy Silva Brand Manager
Nadia Economides Brand Coordinator

PRODUCTION:
Epoch Films
Director  Michael Downing
Executive Producer Jerry Solomon
Executive Producer John Duffin
Producer Eric Sedorovitz

EDITORIAL:
Arcade Editorial
Paul Martinez Editor (A New Game Plan & Sweet Accessories)
Greg Scruton Editor (All Business, The Leak, & Burnout)
Will Hasell Editor (Unicorn Group Play, Two In One, & Glitch)
Damian Stevens Managing Partner
Nicole Visram Executive Producer
Amburr Farls Producer
Andrew Legget Assistant Editor
Mike Campbell Assistant Editor

VFX/ANIMATION:
Mission Studios
Rob Trent Creative Director
Michael Pardee Executive Producer
Ryan Meredith VFX Producer
Stacy Kessler Aungst VFX Producer
Miles Essmiller Lead Compositor

TELECINE:
The Mill Los Angeles
Adam Scott Colorist

MUSIC:
South Music
Dan Pritkin Head of Production
Jon Darling Creative Director
Robin Holden Composer/Arranger

SOUND DESIGN:
Barking Owl
Michael Anastasi Sound Designer
Kelly Bayett Executive Producer/Creative Director

MIX HOUSE:
Play Studios
John Bolen Mixer
Lauren Cascio Executive Producer

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