Samsung’s “Choose Whatever” campaign, launched in Israel in December 2022, articulates a brand proposition centered on empowerment through choice and self-expression within its GALAXY ecosystem. By highlighting the flexibility and openness of Samsung’s Galaxy Buds2 Pro headphones and Galaxy Watch5 smartwatches, the campaign underscores the value of individual autonomy and the tools that facilitate both external expression and inner exploration. The headphones symbolize a bridge to a personal inner world by offering superior noise cancellation, while the smartwatch’s health-monitoring features promote deeper self-awareness. Together, these devices represent Samsung’s commitment to enabling users to define and live their authentic selves.
Strategically, the campaign targets Generation Z, a demographic in transition from identity formation toward active self-realization, responding to the social and psychological nuances of this stage. The insight recognizes Gen Z’s evolving priorities—from questions of “who am I?” to “how do I live as who I am?”—and leverages this to position Samsung’s technology as a catalyst for that journey. Creatively, the campaign uses a visual narrative that shifts from real-world scenes to vivid, psychedelic animation to illustrate the contrast and interplay between external reality and inner experience. This artistic choice, directed by Guy Bolandi with animation by Doreen Shwartzman, serves to capture the complexity of young consumers' emotional landscapes and shared desires for authenticity. Overall, the campaign reflects a nuanced understanding of Gen Z’s cultural moment, using both product functionality and evocative storytelling to engage this audience on a psychological as well as practical level.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it uses colorful, psychedelic animation and transitions between real and inner worlds as visual metaphors to symbolize the liberation, individuality, and personal expression enabled by Samsung’s Galaxy ecosystem. Rather than showing literal use or a story-driven arc, the devices (Buds2 Pro and Watch5) are portrayed as tools that unlock inner potential, with exaggerated, symbolic visuals that represent their benefits—immersion and self-discovery for Gen Z. There is no overt problem–solution structure or testimonial; instead, symbolism dominates to show emotional and psychological benefits.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Apple – Market Positioning
Apple positions itself as a premium lifestyle brand combining seamless hardware-software integration with a strong ecosystem. Its product design, user experience, and brand loyalty focus heavily on innovation, privacy, and status appeal, targeting consumers who seek high-end, intuitive electronic devices that work effortlessly together.
2. Sony – Market Positioning
Sony emphasizes superior audio and visual experiences with cutting-edge technology and high-fidelity products. Known for innovation in headphones, smart devices, and entertainment, Sony attracts tech-savvy consumers who prioritize quality sound and immersive media experiences with stylish, functional design.
3. Bose – Market Positioning
Bose is renowned for premium audio technology, specializing in noise-cancelling headphones and wearable sound devices. Their strategic angle centers on delivering exceptional sound clarity, comfort, and reliability, appealing to consumers who value audio performance and sophisticated design for both professional and lifestyle applications.
4. Xiaomi – Market Positioning
Xiaomi focuses on affordability without compromising on innovation and design, offering a broad range of smart devices including earbuds and smartwatches. Targeting price-sensitive consumers seeking accessible technology, Xiaomi leverages aggressive pricing and rapid product development to penetrate emerging and competitive markets.
5. Garmin – Market Positioning
Garmin leads in fitness-focused wearable technology, emphasizing health tracking, GPS accuracy, and durability. Their positioning appeals to active lifestyles and outdoor enthusiasts who prioritize robust, feature-rich smartwatches and accessories designed for performance, wellness monitoring, and adventure-ready use.
Q: What is Choose Whatever and Bring It Out | Samsung about?
A: Choose Whatever and Bring It Out | Samsung is a 2022 campaign created by Leo Burnett Israel and Publicis Groupe Israel for Samsung’s Galaxy ecosystem, specifically promoting the Galaxy Buds2 Pro headphones and Galaxy Watch5 smartwatches. Launched in Israel, the campaign targets Generation Z consumers by emphasizing empowerment through choice and self-expression. It explores the transition from identity formation to active self-realization, illustrating the contrast between the outer world and inner psychological landscape of young people. The campaign uses a blend of live-action and psychedelic animation to highlight how Samsung’s devices facilitate both external expression and inner exploration.
Q: What creative device does Choose Whatever and Bring It Out | Samsung use?
A: Choose Whatever and Bring It Out | Samsung employs FORMAT#9 SYMBOLIZE THE BENEFIT from Clapboard’s 12-format taxonomy, which uses symbolic or exaggerated visuals to represent the product’s positive impact. The campaign transitions from real-world scenes to colorful, psychedelic animation that visually symbolizes liberation, individuality, and personal expression enabled by Samsung’s Galaxy ecosystem. Instead of a literal demonstration or narrative arc, the Galaxy Buds2 Pro and Galaxy Watch5 are portrayed as tools unlocking inner potential, with the visuals emphasizing immersion and self-discovery for Generation Z through metaphorical representation.
Q: What is the campaign proposition for Choose Whatever and Bring It Out | Samsung?
A: The campaign proposition for Choose Whatever and Bring It Out | Samsung centers on empowerment through choice and self-expression within Samsung’s Galaxy ecosystem. It targets Generation Z, a demographic shifting from questions of identity to how they live authentically as themselves. By highlighting the flexibility and openness of the Galaxy Buds2 Pro headphones and Galaxy Watch5 smartwatches, Samsung positions its technology as essential tools that enable users to explore their inner worlds and express their true selves. This approach aligns with the brand’s commitment to supporting autonomy and personal discovery in the electronic devices market.
Q: How does Choose Whatever and Bring It Out | Samsung rank in Clapboard's archive?
A: Choose Whatever and Bring It Out | Samsung has a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining innovative storytelling with product functionality to engage its target audience on both emotional and practical levels.
Q: Who are the competitors in Samsung's category?
A: Samsung’s key competitors in the electronics category include Apple, Sony, Bose, Xiaomi, and Garmin. Apple positions itself as a premium lifestyle brand focused on seamless hardware-software integration and innovation, appealing to consumers seeking high-end, intuitive devices. Sony emphasizes superior audio and visual experiences with cutting-edge technology for tech-savvy users. Bose specializes in premium noise-cancelling headphones and wearable sound devices, targeting those who value audio clarity and design. Xiaomi offers affordable yet innovative smart devices aimed at price-sensitive consumers. Garmin leads in fitness-focused wearables, appealing to active lifestyles with robust health tracking and durability.
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