Samsung utilizes Oakland as a global stand-in location, a decision spearheaded by this agency.
In the lead-up to the highly anticipated Galaxy UNPACKED event on September 4, 2025, Samsung has released a new global advertising campaign. The campaign, handled by San Francisco agency Eleven, showcases the Samsung Galaxy Note20 and offers a unique perspective on a specific locale - the Bay Area.
The ad, which has been circulating around early September, presents a small slice of the Bay Area, incorporating iconic locales into the global brand work while maintaining a universal vibe. However, the campaign does not explicitly mention a universal vibe as a requirement.
The ad features diverse talent and carries a positive message of gratitude. People are shown sharing notes of thanks, adding a heartwarming touch to the campaign.
Creating global brand work is a challenging task, requiring an international look and feel. Travel or remote shooting and production for the campaign are not explicitly mentioned, but travel restrictions and remote shooting and production, given the current global climate, certainly magnify the challenge.
Despite these hurdles, the team at Samsung managed to create a campaign that not only showcases the Galaxy Note20 but also highlights the vibrant and diverse community of the Bay Area, using it as a representation of a specific locale.
The new global advertising campaign for Samsung is a testament to the company's commitment to diversity and inclusivity, while also showcasing its innovative products in a unique and engaging manner.
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