Samsung has launched its Christmas ad campaign with a commercial telling the heartwarming story of a friendly concierge working in an apartment block, who gets an unexpected gift on Christmas.
The 60-second ad, aiming to celebrate “the universal spirit of togetherness during the holidays” and to highlight that “no matter where you are from in the world, giving is what unites us all”, features the concierge decorating the hallway based on the various holidays celebrated by the diverse range of residents, such as Diwali (India’s biggest and most important holiday of the year, a festival of lights celebrated every year in autumn in the northern hemisphere), Hanukkah (a Jewish holiday commemorating the rededication of the Holy Temple in Jerusalem at the time of the Maccabean Revolt against the Seleucid Empire), and others. Throughout the ad, the man is seen chatting several times with a young friend, a boy living in the block who’s making, at some point, a remark regarding his outdated cellphone.
The commercial, set to the rhythms of Ella Fitzgerald’s “Give A Little, Get A Little”, ends with the concierge being waited in the hallway by all the residents and receiving a Samsung Note8 as a gift from all of them. The boy’s mother is then seen immortalizing the joy of the two friends, who pose for a photo showing off the device. Finally, the tagline “Giving is a gift to be shared” appears on screen.