The Interns

INTERNS DAYDREAM ABOUT SAVING A CREATIVE CAMPAIGN FOR SAMSUNG IN THE BRAND'S LATEST SPOT FROM BBH USA FOR GALAXY TAB S9 LAUNCH
BBH USA is bringing humor and inspiration to the latest launch campaign for Samsung’s new set of tablets, the Galaxy Tab S9 Series, which have been developed with the new Creator Generation in mind. During a season where much of this generation is experiencing their first forays into the professional world with summer internships, BBH USA puts two Gen Z interns at the center of a film that shows how the Galaxy Tab S9 is the ultimate tool that unlocks their boundless creative ambitions for the future.
It starts with an all too relatable opening scene – the interns bursting into the end of a meeting to scavenge catered lunch – and turns into an epic tale of how they attempt to save the otherwise uninspired creative campaign for the Galaxy Tab S9 with their ideas.
"Gen Z recognizes the power of creativity for success in life and careers. They leverage tablet PCs to bring their unique ideas to life, unlike older generations who view them as entertainment,” said Matthew Leem VP, Head of Brand Marketing, Samsung HQ Mobile eXperience. “We aim to position Galaxy Tab S9 as the ultimate tool for inspiration and creation."
“We mined all the bad ideas we had as interns ourselves when starting out – when you’re just generating lots of terrible ideas in the hopes that you'll stumble on something decent, hoping for inspiration. Which is still kind of what we do - only some of us get a tool like the Tab S9 to do it on," said Ryan Paulson, Group Creative Director, BBH USA.
“We couldn't be more excited about the launch of our new 'See Great. Be Great' campaign for Tab S9," said Erica Roberts, CCO, BBH USA. "The work positions the new tablet as the shortest distance from inspiration to creation--or as in the case of this film, the shortest distance from intern to hero."
“The Interns” is the first piece to air in the See Great. Be Great. campaign for Samsung’s Galaxy Tab S9 series which serves as a turning point in the tablet category: a reinvention of what a tablet can be, that takes it from ‘good’ to ‘great’.