It must have been love. But for AK and Samsung, it’s definitely not over now.

Agency: Cheil

Samsung In Store

Samsung Online


We all have those cherished old gadgets lying around the house. Now Samsung has a use for them. In their new Trade-In campaign, Samsung invites you to search out your old devices and trade them in for credit when you buy the new Galaxy S22. But letting go isn’t always easy …

AK gives the process of discarding old possessions a wonderfully fresh comedic twist by exaggerating those emotions in a way guaranteed to strike a chord with any sentimental soul. Impeccable casting married to superb performances – along with great images and editing – turn the trauma of letting go into a memorably entertaining experience.

But you don’t have to let go. Contact Spitfire anytime to find out for yourself how AK can help turn your idea into a hugely entertaining one. With a happy ending every time.

This professional campaign titled 'It must have been love. But for AK and Samsung, it’s definitely not over now.' was published in South Africa in September, 2022. It was created for the brand: Samsung, by ad agency: Cheil. This Film medium campaign is related to the Electronic Devices industry and contains 2 media assets. It was submitted over 1 year ago by Production Assistant: Hloni Ntsooa of Spitfire Films.


It must have been love. But for AK and Samsung, it’s definitely not over now.

Client: Samsung
Marketing Manager: Nadia Gossman
Agency: Cheil
ECD: Roger Tavares
Senior Art Director: Martin Heigan
TV Producer: Esme de Miranda

Production House: (Spitfire Films)
Director: AK
Executive Producer: Liesl Lategan
Producer: Baleseng Mes
Senior Producer: Yolandi
Production Manager: Relebohile Thainye
Production Coordinator: Tapiwa Nyamayawo
Casting Coordinator: Hloni Ntsooa
Casting Director: Kevin Grey

1st AD: Barry van Niekerk
Focus Puller: Jasmine Coryndon-Baker
BTS Video Producer: Tong Sung (Eric)
BTS Videographer: Prince Madikazi
BB Grip: Isaac Ndlovo
BB Lights: Lusekwane Dlamini
Spark: Mpumelelo Manana
Spark: Koena Ngoepe
Key Grip: Mark Davidson
DIT: Ryan Sheppard
VT Operator: Henry Gozzo
Sound: Mpilo Masuku
Art Director: Justin Elgie
Props Master: Hizel Riffle
Props Standby: Nkululeko Penya
Art Driver: Joseph Mashaba
Art Assistant: Tebogo Mankge
Makeup Artist: Nomsa Ngoma
Wardrobe Stylist: Melissa Maxted-Henderson
Wardrobe Assistant: Nadia Omar
On Set Medic: Neo Makola
Covid-19 Nurse: Erna Goussard
Animal Wrangler: Gaby
Animal Inspector: Rulof Jackson
Product Specialist: Jacques Mapepe
Product Specialist: Mike Bola
Unit Manager: Steve Watchorn
Unit Assistant: Siphiwe Banda
Unit Assiatant: Tshepo Stuurman
Security: Thuso Security
Catering: Lulama Stones

Post Production
Post Supervisor: Ed van Blerk
Editor: Ryan Young
Grade: Craig Simonetti


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