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       #Post#: 79--------------------------------------------------
       Samsung: State Of The -Ation (2013)
       By: Sylwia Date: January 10, 2018, 2:33 pm
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  HTML https://www.youtube.com/watch?v=k9TKpd0auQw
  HTML http://stoppress.co.nz/didge/handsome-successful-1987-citroen-driving-taika-waititi-does-his-thing-samsung
       [quote]Handsome, successful, Citroen-driving Taika Waititi swaps
       beer for ‘phablets’, does his thing for Samsung
       May 23rd, 2013
       By Ben Fahy
       While Samsung has shot a few ads in New Zealand, the local
       executions have been few and far between. Colenso BBDO has done
       a few things for the South Korean behemoth, like Peter Bromhead
       drawing cartoons live on nzherald.co.nz and a virtual queue to
       launch the Galaxy S4. And now Barnes Catmur has given the Galaxy
       Note 2 the full Kiwi treatment by getting actor/director Taika
       Waititi to do his mad thing in an online only, long-form video
       called ‘State of the —ATION’.
       […]
       In the past, Samsung’s advertising hasn’t been too highly
       regarded, particularly in comparison to its main mobile
       competitor Apple. But it has greatly improved in recent times,
       with some impressive, humorous campaigns running in the US out
       of 72 and Sunny, like the recent Super Bowl work featuring Paul
       Rudd, Seth Rogen and Bob Odenkirk. So this quintessentially
       crazy Waititi escapade is aligned with that shift and Catmur
       says the Samsung guys were great and let him do his thing.
       “We said ‘that’s what you’re paying him for, so let him do it’.
       It wasn’t too bad, but at times we had to say the objective of
       this is to get people to watch and enjoy it, not just list the
       product features.”
       Waititi, in a similar fashion to his starring role for
       Steinlager Pure, acted in and co-directed the spot with Stephen
       Kang (both are represented by Curious).
       Catmur says Samsung has created longer form content with its
       brand ambassador LeBron James in the US, but that’s usually been
       an online execution tied to a TV campaign. This Kiwi version is
       online only, with a Facebook app attached.
       He says the company is keen to continue the relationship with
       Waititi so, depending on what comes up, it might not be the last
       time we see him spruiking Samsung products in his typically
       comical, self-deprecating fashion.
       Hopefully he doesn’t Tweet from an iPhone, like Samsung
       ambassador David Ferrer. [/quote]
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