The Magic of Sharing Brings Homes Together for Christmas in Samsung’s Festive Ad

Samsung Global and BBH USA have launched an elegant new Christmas film with a simple message — no matter where you are this holiday season, sharing can bring people together in monumental ways.

The 60-second film, 'Sharing Brings Us Closer', tells the story of two young friends stuck at their parents’ stuffy holiday parties who find a powerful way to unite, thanks to their Samsung devices. The magical film reminds us that sharing is a universal language that transcends barriers.

The cinematic film is based on the insight that in today’s world, sharing has lost its meaning, becoming superficial rather than a real means of connecting, leaving younger generations bereft of true connection. 

Highlighting the connective power of Samsung Galaxy’s Quick Share feature, the film shows the young party-goers using their Samsung Galaxy devices to send photos, videos and files to one another from across the street.  This simple act of sharing causes something magical to happen... with every Quick Share, each building moves out of its very foundations, pulling the two edifices closer together until the young people and families become one.

“We know that younger generations share more than ever. But they also feel more disconnected than ever,” says Ryan Paulson, BBH USA. “Part of that is because sharing is about quality over quantity. This film is about being able to share things that do create that connection and the moments that bring you closer to people you care about.”

The film was directed by Adam Berg, who previously won the Grand Prix for film at Cannes with “Carousel” for Philips. Berg’s long-time collaborator, Academy Award-winning Linus Sandgren, served as cinematographer. Sandgren’s Oscar was for his stunning cinematography on the film “La La Land,” so it’s no surprise the film has a rich, cinematic and magical quality. 

The production took place in Prague over 10 days, during which production partners built two massive “apartment buildings,” each weighing 16 tons, that could be moved closer together. The beautiful yet incredibly large set allowed the production team to catch cinematic moments between each family and still have room for dazzling visual effects. The end result is something truly magical.

The score deploys a beautiful rendition of an Elvis classic, “If I Can Dream,” to set a truly unique holiday tone with a contemporary twist from Squeak E. Clean music.

The campaign includes digital, OOH and social elements.