Samsung dishes out AI fixes for Gen Z fails in new campaign

Samsung has launched a new global campaign via BBH Singapore to spotlight how the Galaxy S25 Ultra, powered by Google Gemini, helps users navigate daily challenges with ease.

The campaign features three short films highlighting the smartphone’s AI features. Each spot leans into the S25 Ultra's conversational capabilities through Gemini Live, positioning it as a go-to learning tool. 

In one spot, titled "Recipe ideas", a young man is seen adding too much sugar to his gochuchang pasta sauce. He quickly asks Gemini what he should do now and via video mode, shows the AI the ingredients he has in his kitchen. After looking at the ingredients, Gemini suggests turning the pasta sauce into cookies.

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Gemini is later seen giving the young man instructions such as what ingredients are needed to turn the sauce into a cookie and how long it will take to bake. The video ends with the man enjoying his freshly baked gochuchang cookies. 

In another video titled "Laundry tips", a young woman is seen doing laundry at a laundromat in preparations for date night. As she picks up her pink sequined dress, she sees a fellow customer get upset over his shrunken sweater. In a moment of panic, the young woman quickly turns to her S25 Ultra to ask Gemini how she should wash her dress. 

After turning on video mode and showing Gemini her the washing label on her dress, the AI guides her on the proper care for her including whether or not she can put her dress into the dryer. 

Finally, the third spot titled "Study tips" sees a group of students in a library asking Gemini to explain their science notes to help them study and prepare for an upcoming exam. 

BBH Singapore developed the socially driven campaign to resonate with Gen Z, a cohort increasingly turning to AI for everyday problem-solving. According to the agency, over 40% of Gen Z in the US view AI as their preferred hack for life’s small hurdles, with TikTok’s #LifeHack tag clocking over 10.6 million posts.

Launching globally from May, the campaign will roll out across TV, cinema, digital and social platforms.

“This campaign captures what people really want - practical solutions that make life easier. Rather than positioning the AI as futuristic tech, we’re showing how Galaxy S25 Ultra unlocks everyday discovery and is your go-to companion for figuring things out," said Sascha Kuntze, chief creative officer at BBH Singapore.

This campaign follows a global campaign in February where the tech giant unveiled six feature commercials during its Galaxy Unpacked event. Similarly, the commercials creatively showed how users can navigate everyday moments such as finding the perfect pet-friendly restaurant or how to seamlessly share information through the use of AI. 

For Chinese New Year, the brand went hyper-local and unveiled a three-part series that focused on Gen Alphas instead. Samsung took to TikTok to showcase Chinese New Year norms from the perspectives of a young child born between 2010 to 2024 through local TikTok influencers. The series featured Bixby, Samsung's virtual assistant, where characters in the series used the feature to translate languages and play music on demand. 

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