Galaxy Buds2 Pro — Feel Sound with Immersive Audio | Clapboard Ad Archive

Galaxy Buds2 Pro

Description

Samsung’s Galaxy Buds2 Pro campaign, launched in the United States in December 2022, presents a sophisticated and immersive digital and social media initiative crafted by the socially-driven creative agency We Are Social Australia. Centered around the concept 'Feeling Sound,' the campaign aims to communicate the transformative listening experience enabled by the superior audio technology of the Galaxy Buds2 Pro. Highlighting the product’s advanced 24-bit audio playback, the campaign features leading music industry experts including Grammy-winning producer Jay Versace, mastering engineer Chris Gehringer, and renowned audio engineer Tony Maserati. Through a compelling film series set against iconic New York City backdrops such as Central Park and 5th Avenue, the campaign brings these industry veterans to the forefront, sharing their intimate creative processes, guiding principles, and the emotional resonance of music as enhanced by the Galaxy Buds2 Pro. By focusing on authentic storytelling and expert endorsements, the campaign effectively bridges technical innovation with emotional engagement, illustrating that with these earbuds, users do not merely hear music—they truly feel it, experiencing sound as artists intended. Accompanied by a bespoke soundtrack and supported across integrated media assets, the campaign leverages the credibility of musical craftsmanship to emphasize the superior sound fidelity and wireless Hi-Fi capabilities of the product. Overall, this strategic marketing effort positions the Galaxy Buds2 Pro not just as electronic devices but as tools that deepen the connection between listeners and music, reinforcing Samsung’s leadership in premium audio technology and enhancing brand value through expert validation in a culturally relevant and socially enriched context.

Credits

Client

Samsung

Agency

We Are Social, We Are Social Australia

Social Marketing

Minseok Jeon

Digital Marketing

David Moon

Executive Creative Director

Ben Clare

Senior Editor (creative)

Nicholas Carolan

Producer

Lucinda Hayden, Carrie Williams, Emma Whitehouse

Account Management

Hilary Jacobs, Kelvin Chan

Strategic Planner

Zach Rippon

Production House

Milkmoney

Director

Matt Earl

Cinematographer

Adrian Nieto

Head Of Creative

Ethan McLean

More like this

Crafted for the sound-obsessed. - Denon | Clapboard Ad Archive

Denon's Crafted for the sound-obsessed campaign, launched in 2022 by independent agency Madwell, marks a significant chapter for the century-old audio brand as it seeks to deepen its connection with a niche audience passionate about audio fidelity and craftsmanship. This integrated campaign is rooted in extensive global brand research and aims to resonate with consumers who do not merely listen to sound but feel it, appreciating the intricate artistry involved in sound production. By focusing on the "sound-obsessed," Denon strategically differentiates itself within the saturated electronic devices and household products marketplace, where generic audio solutions often prevail. The campaign emphasizes Denon’s commitment to hand-tuning expertise and a legacy of innovation, appealing to discerning listeners who demand high-fidelity audio experiences. The messaging underscores that Denon speakers are designed not just to deliver sound but to evoke an emotional connection through meticulously crafted audio. This approach aligns perfectly with Clapboard's FORMAT#10—Associated User Imagery, as it showcases user profiles that resonate with the target audience, inviting them to identify with Denon’s values and craftsmanship. The campaign successfully positions Denon as more than a manufacturer of speakers; it presents the brand as a guardian of sound's emotional and technical purity. Clapboard rates this campaign 63/100, reflecting its ability to engage a passionate niche audience. This campaign underscores the importance of authenticity and heritage in audio branding, highlighting how a deep understanding of consumer passion can elevate a brand’s market presence.

Campaign Proposition

Samsung’s Galaxy Buds2 Pro campaign underscores the brand’s proposition of delivering an immersive, high-fidelity audio experience that transcends traditional listening. By focusing on “feeling sound” rather than merely hearing it, the campaign positions the product as a tool that enables users to experience music exactly as intended by industry experts. The involvement of renowned figures—Grammy-winning producer Jay Versace, mastering engineer Chris Gehringer, and audio engineer Tony Maserati—serves to authenticate the product’s superior sound quality and technical sophistication, reinforcing Samsung’s commitment to audio performance and innovation. The market strategy leverages the emotional and experiential aspects of music consumption, tapping into consumers’ desire for authenticity and deeper connection to sound. Targeting tech-savvy and music-focused audiences, the campaign employs a socially-led creative approach through We Are Social Australia, utilizing digital and social media platforms to maximize engagement and shareability. Filming in iconic New York City locations alongside bespoke soundtracks adds cultural relevance and a premium feel, enhancing the perceived value of the earbuds. The creative angle centers on expert endorsement and storytelling, with music professionals sharing their unique perspectives and emotional responses to sound, thus humanizing the technology and making it relatable. This blend of technical authority and emotional resonance aims to elevate Samsung’s position in the competitive wireless earbuds market by appealing to consumers who value both superior performance and a meaningful listening experience.

Creative Device

FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience. This campaign most closely fits the Presenter Testimonial format because it features renowned music experts—Jay Versace, Chris Gehringer, and Tony Maserati—sharing their professional perspectives and emotional responses to Samsung’s Galaxy Buds2 Pro. The narrative centers on these credible industry personalities discussing, often directly or through interview, how the superior sound quality of the buds enables audiences to experience music as it was intended. Their testimony is positioned as expert validation, dramatizing benefits in a testimonial manner rather than purely demonstrating function or telling a fictional story. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Meet the ZAGG Test Dummies is a 2023 campaign by independent agency Little Big Engine that redefines how premium phone protection brands communicate durability and innovation within the Electronic Devices market. Launching in tandem with the iPhone 15 debut, the campaign positions ZAGG as the superior choice for discerning Apple users who demand cutting-edge technology and robust safeguarding for their high-value devices. Rather than mimic the ubiquitous influencer drop tests that saturate social media, ZAGG raises the creative stakes by enlisting crash-test dummy mascots to undergo extreme, comedic torture tests that pit ZAGG’s graphene-infused screen protectors and cases directly against rival products. This head-to-head approach sits squarely in Clapboard’s FORMAT#4—CONTRAST WITH THE COMPETITION—by explicitly demonstrating ZAGG’s resilience while competitors’ screens fail under identical conditions, reinforcing the brand’s claim to premium reliability. The campaign’s humor-driven narrative not only entertains but also educates audiences on ZAGG’s proprietary innovations such as graphene construction and blue-light filtration, differentiating it from the flood of cheap knockoffs found on Amazon and generic social demos. Strategically targeting connected TV and social platforms including Meta, TikTok, and Reddit, the campaign amplifies its reach among tech-savvy consumers at the moment of heightened interest around new iPhone launches, positioning ZAGG as the essential investment in device protection. The rollout includes a launch film and a series of five product-focused 30-second spots that maintain a consistent tone of confidence and irreverence, underscoring ZAGG’s technological superiority without sacrificing approachability. This marks Little Big Engine’s inaugural work for ZAGG, secured through a competitive pitch, reflecting the agency’s ability to craft compelling brand narratives that cut through category clutter. Clapboard rates this campaign 63/100. This campaign matters because it demonstrates how technology brands can reclaim authenticity and consumer trust by combining rigorous product validation with distinctive storytelling that challenges category conventions.

Anniversary - Purple Mattress | Clapboard Ad Archive — archive collection thumbnail

Anniversary - Purple Mattress | Clapboard Ad Archive

Purple Mattress marks its fifth anniversary in the consumer durables market with Anniversary, a professionally crafted campaign from Fackrell Brothers that positions the US-based challenger as the inventive force reshaping perceptions of sleep quality. Centered on five years of restless innovation, the campaign signals a strategic pivot — Purple moves beyond mattress commoditization to stake out a differentiated, singular brand territory anchored in unlocking perfect rest through engineering, not just promises of comfort. Deployed as an integrated effort across digital channels and Purple’s social ecosystem, the campaign leverages a hallmark of the house and garden category—a milestone celebration—but elevates this trope through a rich, highly produced media asset that immerses viewers in the brand’s story and customer value proposition. What Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property—the creative leans heavily on Purple’s origin story, proprietary material science, and distinctive product identity rather than a linear testimonial or problem-solution arc, using performance-driven filmmaking and layered sensory cues to remind the audience that long-term innovation equates to proven quality. The campaign’s polished visual and sonic world accentuates Purple’s difference with dynamic animation, considered production design, and a film score that elicits a sense of optimism and achievement, while a cohesive use of the brand’s visual palette ties it unmistakably to the brand. Across channels, the narrative is consistent: for five years, Purple has challenged convention, resulting in a product that claims to elevate both nightly rest and daily well-being, giving digitally savvy, quality-seeking consumers new reasons to invest. In a highly competitive sector crowded with one-note disruptors and legacy brands alike, this approach reinforces Purple’s commitment to tangible product innovation and brand experience, distinguishing it from rivals who trade on price, convenience, or undifferentiated comfort. The campaign earns 64/100 in Clapboard’s global creative archive. In harnessing its milestone as creative leverage rather than a mere occasion, Purple demonstrates how brand storytelling rooted in innovation and identity can future-proof relevance in the consumer durables landscape.

Washing Excuses - Whirlpool, Brastemp | Clapboard Ad Archive — archive collection thumbnail

Washing Excuses - Whirlpool, Brastemp | Clapboard Ad Archive

Washing Excuses from Brastemp and Whirlpool, developed by FCB for Brazil's consumer durables market in 2021, leverages a tactile and participatory concept to make the uneven distribution of household chores impossible to ignore, reaching straight into the fabric—literally—of domestic life. At the center of the campaign sit specially designed T-shirts bearing ubiquitous excuses commonly used to avoid chores; these shirts, distributed to 200 influential journalists and social media figures as well as made available in a limited online pop-up, become both artifact and advocacy tool. Once washed, the printed excuses dissolve to reveal a simple, unavoidable message pointing to the collective responsibility of household tasks, transforming a mundane laundering process into a live demonstration of how excuses melt away in the face of shared accountability. This is not a campaign dwelling in direct depiction—no kitchens, squabbles, or hapless partners in sight—but one that sits squarely in what Clapboard's taxonomy classifies as FORMAT#3—Symbolize the Problem, cleverly turning the vanishing ink into a metaphor for cultural inertia around domestic labor division. By sending shirts to high-reach opinion leaders and enabling them to physically experience and share the 'aha' moment with their audiences, the campaign plants the message firmly inside both domestic and digital conversations, inviting organic amplification driven by the influential and the personally involved. The option for the public to buy and gift the T-shirts further charges the idea with a playful-yet-pointed social provocation, sparking dialogue inside partnerships and homes while reinforcing Brastemp and Whirlpool’s positioning as brands aligning technical innovation with evolving cultural values in the electronics and technology category. The creative leverages apparel as a low-fi, high-empathy vehicle for experiential marketing—eschewing the heavy-handedness often associated with advocacy messaging, instead letting the transformation of the object carry the argument. Within a landscape where rivals like Electrolux, Samsung, and LG emphasize feature-rich appliances and futuristic integration, FCB’s work reframes durability and function as enablers of social equity, aiming to move hearts and household practices in tandem. Clapboard rates this 70/100. This campaign matters because it demonstrates how thoughtful material design and a participatory creative format can turn a brand into a catalyst for contemporary cultural progress in categories typically dominated by product-first storytelling.

#ItsOurNature - Tata Tiscon | Clapboard Ad Archive — archive collection thumbnail

#ItsOurNature - Tata Tiscon | Clapboard Ad Archive

Tata Tiscon’s #ItsOurNature campaign, developed by Wunderman Thompson Kolkata for the consumer durables sector, reframes the sustainability conversation within India’s industrial landscape by shifting the rhetorical lens from abstract environmental threats to the universal instinct of self-preservation. Launched in the Year 2022 to coincide with World Environment Day, the campaign positions Tata Tiscon—India’s first GreenPro certified rebar brand—as a catalyst urging collective action not as a moral obligation but as a matter of survival, challenging endemic passivity around the climate emergency and the slow uptake of sustainable lifestyles. Central to the campaign is a digital film that operates, in Clapboard’s taxonomy, squarely within FORMAT#3—Symbolize the Problem, opting for analogy over didactic imagery to embody environmental neglect as harm to oneself and thereby making the cost of inaction fiercely personal. The creative device avoids the well-worn visual tropes of disaster and instead uses metaphorical storytelling to re-anchor the environmental imperative in a register familiar to all living beings: the instinct to survive. Supporting this narrative, the campaign extends its reach through a targeted engagement program enlisting Tata Tiscon’s national network of channel partners, customers, architects, and engineers, foregrounding a competition that rewards innovative green designs which conserve steel and minimize ecological impact—tangible steps that thread environmental stewardship directly into the fabric of India’s construction and infrastructure ecosystem. By linking environmental preservation with individual self-interest, the campaign achieves both differentiation and resonance in a market crowded with generic green messaging from legacy players such as SAIL, JSPL, RINL, Essar Steel, and Shyam Steel, setting a new benchmark for strategic emotional appeal in the category. The campaign earns 63/100 in Clapboard’s global creative archive. For a sector that rarely moves the sustainability conversation beyond compliance or corporate platitude, #ItsOurNature demonstrates how creatively reframed messaging can rewire behavioral cues and recast brands as drivers of authentic, industry-wide change.

The ABSOLUTALLY Walkway - Absolut Glassware | Clapboard Ad Archive — archive collection thumbnail

The ABSOLUTALLY Walkway - Absolut Glassware | Clapboard Ad Archive

Absolut Glassware’s ABSOLUTALLY Walkway, developed in partnership with Inventech and Laqshya Media Group, marks a significant shift in experiential marketing for the consumer durables category in India, harnessing advanced AI-driven gesture tracking to deliver an interactive installation that champions LGBTQ+ allyship and inclusivity. Debuting in Year 2023 at Mumbai’s Bandstand, the campaign transforms each participant’s steps into vibrant, AI-powered silhouettes projected in real time, turning the simple act of walking into a living visual metaphor for diversity, unity, and communal support. The creative and technological concept—conceived and executed exclusively for Absolut Glassware—deploys custom camera tracking software that tailors playful, colored silhouettes to each visitor’s movement, ensuring a personalized and immersive experience that extends beyond product demonstration into the realm of social advocacy. This activation addresses a pressing cultural insight: even as legal and societal progress accelerates, nearly three in four Gen Z individuals still face rejection from their families over non-heterosexual identities. By situating the experience in a prominent public space and inviting active participation, the campaign invites audiences—particularly younger, socially conscious consumers—to see themselves reflected in a celebratory collective, positioning Absolut Glassware as a brand that not only acknowledges but visibly supports marginalized voices. The strategic shift from functional and aesthetic claims, which dominate competitors in the glassware segment, to a values-led, participatory brand expression, sets Absolut Glassware apart in a crowded and traditionally utility-focused market. The campaign’s approach aligns with what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, as the walkway’s evolving, interactive silhouettes serve as a literal and evolving symbol of the inclusive, supportive environment Absolut Glassware seeks to foster, prioritizing symbolic visualization over linear storytelling or overt product demonstrations. In doing so, the brand leverages immersive technology not as an end but as a powerful means to foster emotional engagement, drive visibility for LGBTQ+ issues, and demonstrate cultural leadership in an era when consumers increasingly expect brands to take substantive stances on social causes. The campaign earns 69/100 in Clapboard’s global creative archive. At a time when the consumer durables sector faces mounting pressure to move beyond functional messaging, ABSOLUTALLY Walkway demonstrates how brands can achieve relevance and resonance by transforming their platforms into lived symbols of acceptance and community.

Engineers' Day 2021 - Tata Tiscon | Clapboard Ad Archive — archive collection thumbnail

Engineers' Day 2021 - Tata Tiscon | Clapboard Ad Archive

Tata Tiscon’s Engineers’ Day 2021 campaign, The Saviour, is a strategically crafted film that leverages the symbolism and credibility of Engineers’ Day to reinforce the brand’s commitment to sustainable infrastructure, positioning Tata Tiscon as India’s first GreenPro certified rebar in the competitive consumer durables market. Created in partnership with Wunderman Thompson, the campaign continues the brand’s established digital storytelling series—now in its fourth iteration since 2018—by anchoring a relatable, narrative-driven story around an engineer and his banker friend who, in the process of navigating everyday challenges, come to a meaningful realization about the importance of eco-friendly solutions and responsible construction. The decision to cast engineering not simply as a technical discipline but as a force for societal progress allows the film to resonate emotionally while translating Tata Tiscon’s sustainability credentials into an accessible life lesson for audiences ranging from infrastructure decision-makers to the broader community of socially conscious consumers increasingly invested in green building materials. Against a competitive landscape with legacy steel brands emphasizing either reliability (SAIL), technological innovation (JSW Steel, Jindal Steel & Power Limited), integrated housing solutions (Ultratech Cement), or safety-led quality (Shyam Steel), Tata Tiscon’s narrative eschews direct claim-based advertising in favor of what Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story, in which the product is central to the plot’s resolution and thematically inseparable from the campaign’s advocacy for a greener future. By presenting the rebar as a pivotal enabler of sustainable outcomes and weaving this into an emotionally resonant interaction between its dual protagonists, the campaign differentiates itself by elevating the role of the engineer as a change agent within India’s ongoing shift toward more environmentally responsible construction. The use of the digital film medium is purposeful, targeting a tech-savvy professional class and amplifying shareability during a time of heightened focus on sustainability in both public discourse and private sector procurement. Throughout, Tata Tiscon successfully integrates its corporate ethos with societal benefit, capturing the imagination of a market already in flux with evolving specifications, certification standards, and consumer expectations. The campaign earns 56/100 in Clapboard's global creative archive. In reframing the act of building as a shared responsibility—and positioning product innovation as the linchpin of progress—Tata Tiscon’s 2021 outing signals a maturing category where narrative utility and environmental leadership are fast becoming the new competitive baseline.

The Ariston Comfort Challenge - Ariston Thermo | Clapboard Ad Archive — archive collection thumbnail

The Ariston Comfort Challenge - Ariston Thermo | Clapboard Ad Archive

The Ariston Comfort Challenge, created by JWT for Ariston Thermo in 2018, is a strategically ambitious integrated campaign that situates the brand at the intersection of industrial innovation and global sustainability discourse. Centered on the real-world challenge of sustaining scientific research amid the punishing climate of Greenland’s Disko Island, the campaign embodies a FORMAT#1 Demonstration approach by directly showcasing Ariston’s heating technology through the construction of a 58-square-meter shelter shaped like the Ariston logo, known as the Ariston Comfort Zone. This shelter provided a vital, warm refuge for scientists whose work on climate change often stalls due to extreme cold, effectively transforming the brand’s core product into a tangible enabler of environmental progress. The campaign’s narrative is engineered around a rigorous international selection of installers from Russia, China, and Italy, whose expertise brought the Comfort Zone to life under severe Arctic conditions, delivering a powerful proof point of Ariston Thermo’s technical mastery and commitment to social responsibility. Deployed across 17 countries, the campaign leveraged digital platforms including a dedicated microsite and social media channels like Facebook and Instagram to extend its reach and engage audiences emotionally with the urgency of climate action and the preservation of scientific endeavor. By marrying product innovation with a meaningful global cause, JWT crafted a compelling story that enhances Ariston’s brand authenticity and trustworthiness in the consumer durables sector, emphasizing the practical impact of sustainable heating solutions. The campaign’s creative execution as a FORMAT#1 Demonstration ensures a clear and credible visualization of how Ariston’s technology functions in a critical context, avoiding traditional character-driven storytelling in favor of a documentary-style presentation that foregrounds engineering and environmental necessity. Clapboard rates this campaign 76/100 in its global creative archive. This campaign matters to the industry because it demonstrates how industrial brands can transcend product promotion by embedding their innovation within socially and environmentally relevant narratives that resonate on a global scale.