Samsung Inspires Gen Z to Favour Their Own Health and Wellness in ‘Night Owls’
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Campaign from Ogilvy encourages the next generation to smash prescriptive health and wellness ideals

In a category fixated with grind, accomplishment, and a ‘go-go-go’ mentality, Samsung delivers a different perspective on health and wellness. In its latest film, ‘Night Owls,’ Samsung is planting a new flag for wellness for gen z and pushing back against prescriptive health ideals in favour of a wellness that’s all their own. This campaign brings to life Samsung’s open philosophy – customisable by choice and inclusive by design. The launch spot for ‘Your Galaxy. Your Way’ is a rallying cry to the next generation of individuals who are pushing back on the tropes and social pressures of fitness – because there is only one schedule worth running on: your own. With Samsung Galaxy, it’s Your Wellness, Your Way.
The next gen’s definition of health and wellness has changed. They want to grow, not grind. Imperfections are prideful, not shameful. And physical fitness is only half the story, with mental wellness a massive and rising priority. But swaths of the health and wellbeing category are still about perfecting the so-called ‘right’ habits.
In its new campaign, Samsung rallies gen z to be the agent of their own personal wellness, using its tech as an ally, not master. The hero spot issues the manifesto, through the creative metaphor of ‘Night Owls’ – those who operate, play, and explore at night. Against the revolutionary strains of ‘Seven Nation Army,’ we see one such ‘night owl’ rise and get active on seemingly the ‘wrong’ schedule, a voiceover pushing back against prescriptive ideals of when and how long to sleep and rallying others to make wellness firmly their own. This is far more than just an ad campaign though. From sleep to diet, mind and activity, Samsung’s products and features are designed to support, not shame, the next generation however they choose to be well.
https://www.youtube.com/watch?v=WnEzVb_AAiI
Matthew Leem, Samsung VP global brand marketing: “Gen z are the most independent and self-directed generation in history with their own minds, needs, wants and desires. Why shouldn’t their tech reflect that? This year, we’re committed to showing the world how Samsung Galaxy is built to respect and empower everyone’s individual ‘way’ through the ‘Your Galaxy. Your Way’ platform. We couldn’t be prouder to share what that means for wellness, and the devices that help gen z be well in their own way and on their own time.”
Michael Raso, executive creative director at Ogilvy, said: “What’s so powerful about this spot is not just the notion of ‘night owls’ elegantly represented in this visual story, but to push back on health and wellness ‘shoulds’ and the film’s gradual reveal that these people are not simply rebellious outliers. In fact, this is a movement. What better way to poke holes in prescriptive ideals of what wellness should be than to question it?”
The campaign launches globally April 2022.
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Agency
Agency: Ogilvy
President of Advertising, NA: Chris Beresford-Hill
President NY: Carina De Blois
Chief Creative Officer: Marcos Kotlhar
Executive Creative Director: Michael Raso
Creative Director: Nick Klinkert
Creative Director: Adam Reeves
Director of Content Production: Eric Soloway
Executive Producer: Aymi Beltramo
Managing Director: Olivier Sentucq
Executive Group Director: Khai Nguyen
Account Supervisor: Todd Steiner
Business Affairs: Deborah Steeg
Global Consulting Principal: Sami Salmenkivi
Global Consulting Partner: Lynette Wong
Brand Planning Director: Laura Tarbox
Global Consultant: Peter Dailey
Global Analyst: Lavinia Arl
Production
Production Company: Prettybird
Director: Max Malkin
VP/Executive Producer: Suzanne Hargrove
Head of Production: Rika Osenberg
Line Producer: Matt Wersinger
Director of Photography: Max Malkin
Argentina Production Service: Goodgate
Edit
Editorial: Lost Planet
Editor: Hank Corwin
Assistant Editor: Steven San Miguel, Rachel Butler
Edit Producer: Casey Cayko
Edit Executive Producer: Krystn Wagenberg
Visual Effects
Visual Effects Company: The Mill
Post Executive Producer: Camila De Biaggi
Post Producer: Ed Rilli
Post Producer: Colleen Valentino
Production Coordinator: Chloe Soares
Creative Director/Senior Flame Artist: Tom McCullough
After Effects Artist: Yosh Bolivar Barrientos
After Effects Artist: Mo Gahynor
VFX Supervisor On Set: Mario Stipinovich
Colour
Colour: CO3 LA
Colourist: Tom Poole
Mix
Mix Company: Lime Studios
Audio Engineer: Rohan Young
Audio Engineers Assistant: Jeremy Nichols
Mix Producer: Becca Falborn
Mix Executive Producer: Susie Boyajan
Music & Sound
Music & Sound Design: JSM Music
CCO, CEO: Joel Simon
VP/Executive Producer: Jeff Fiorello
Senior Producer: Norm Felker
Senior Producer: Andrew Manning
Producer: Sharon Cha
Sound Designer: Nathan Kil
Music Track: Peppermint Stripe Music administered by Songs of Universal, Inc. (BMI)
Music Track Title: Seven Nation Army
Written by: Jack White
Vocalist: Zella Day
Genres: People
Categories: Utilities, Mobile phones
Ogilvy North America, Fri, 08 Apr 2022 14:37:35 GMT
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