Samsung Opens a New World of Possibilities with Galaxy AI Interpreter

Over half of millennials and gen-z like to travel and explore the world, and around two-thirds of both generations describe themselves as open-minded and interested in other cultures. However, 81% of millennials and gen-z find that having to speak a different language holds them back from meeting new people and visiting new places (GWI Global). Samsung Global is demonstrating how the human-centric technology of Galaxy AI can further that drive for exploration and connect them with neighbours with roots across the globe. 

On July 10th, BBH USA debuted the latest iteration of Samsung Global’s 'The Next Big Thing Is You' campaign. Instead of struggling to navigate language barriers and limiting experiences, Samsung Global and BBH USA are encouraging consumers to open a new world of possibilities with a newfound confidence to connect with those around them. 

Set to a rendition of A Tribe Called Quest’s song “Can I Kick It?” viewers watch as a teen hops on his skateboard to explore his neighbourhood, stopping along the way to ask multiple groups of teens if he can join in on their activities. The catch? None of these groups speak English. Using his Galaxy AI interpreter, the young man successfully asks “Can I kick it?” in a variety of languages, being welcomed by all of his peers - made possible with the power of Galaxy AI. 

“We’re using music in a new way, to show the translation capabilities of Galaxy AI,” says Ryan Paulson, global executive creative director, BBH USA. “But ultimately, this is about something bigger – how that technology opens connections with others. It’s a story of inclusiveness.”

The spot premiered during Samsung’s Unpacked event, projected on a custom-built screen designed for the event at the Louvre. The campaign’s global media buy includes six-month Broadcast + OTT and one year digital / industrial / cinema.