Samsung: Unpacking Samsung

To celebrate the release of Samsung's latest flagship smartphone - the Galaxy S7 - the electronics giant has travelled back in time to look at the evolution of its products.

Created by 72andSunny Amsterdam, the spot goes back to 1988 and the release of the SH-100 mobile phone before looking at the first wristwatch phone, the world’s smallest TV phone and moving through to its first MP3 phone. From there it shows how the company introduced the world to Phablets and even made a 3G call from on top of a mountain.

Directed by 1stAveMachine's Asif Mian and Bob Partington the spot is not only a celebration of where the brand has been, but also where it's going. 

The release of the ad coincided with the opening of MWC, running from 22-25 February in Barcelona, which saw the brand team up with Facebook CEO, Mark Zuckerberg, and talk about the company’s social VR partnership last night.

"The story now is about how we can use these devices to properly create, share and experience memories," says the agency's director of communication strategy, Simon Summerscales. "To get us as close to ‘being there’ as possible, Samsung filled in some of the gaps with their low-light camera and incredible high speed focus. But the real game changer for me was the launch of the Gear 360 camera which will, in the words of on-stage guest, Mark Zuckerberg, help bring about a new era of 'social VR'.

In addition to the MWC address and the ad, Samsung also teamed up with DDB Stockholm to release the Seven Days of Unboxing campaign which sees an amusing twist of the popular unboxing videos often seen on YouTube.