If you have never been moved to tears by an advertisement (and want to) I would highly recommend watching this video.
Leo Burnett, Sydney Launched the world-first, live streaming, visual reality birth using Samsung Gear VR. The Samsung Gear VR campaign demonstrates the new technology that connects people by creating powerful and emotional experiences that can be shared when continents apart.
The story focuses on an Australian couple that had a life decision to make. Jace, the soon-to-be father had an unavoidable work commitment requiring him to fly to Queensland on the due date of when his son was to be born. Jace’s wife, Allison, supported his work but was scared to have the baby alone. The production company Rapid VR, Samsung Australia and Leo Burnett live streamed 360-degree footage of Allison giving birth while Jace watched using the Samsung Gear VR headset in Queensland. On Friday 20, 2015 Jace witnessed the birth of his son Steele Larke.
The product advertised is Samsung Gear VR part of Samsung’s LifeLIVE campaign. The campaign was developed by Samsung Electronics Australia with creative agency, Leo Burnett Sydney. I found this campaign on LeoBurnett.com under the work tab.
Samsung Gear VR is being advertised to demonstrate the ability of virtual reality technology that connects people who would not otherwise be together. The intended target audience is families and friends who cannot be together for life-defining, emotion-charged, joyous occasions. Families and friends of all ages who have to be separated are targeted in this campaign that celebrates connections and human experience.
The Samsung Gear VR’s ultimate message is that new technology connects people by creating powerful and emotional experiences that can be shared when continents apart. The target audience’s need is to be with their friends and family when life-defining, emotion-charged, joyous occasions are occurring. The Samsung Gear VR allows connections and human experience to continue even with geographical barriers.
The single most important thing being communicated is: Samsung Gear VR technology creates emotive shared experiences continents apart.
The visual is a live-streamed, 360-degree footage of Allison giving birth while Jace watched using the Samsung Gear VR headset in Queensland. The visual shows a life-defining moment that Samsung Gear VR was able to capture and create powerful and emotive shared experiences. The visual of a life birth is a human miracle that communicates the technological miracle of sharing a connection that would not otherwise have been made. Human birth is raw, emotional and life defining. Samsung captures the core of human experience through capturing this moment.
The advertisement communicates the Australian couples distress of not being together during the birth of their son. Both Alison and Jace talked about their personal struggles with the separation. Alison commented that she was scared to have the baby alone and Jace commented that he was depressed when not with his family. The raw emotions expressed through personal dialogue added to the emotion-charged experience of the birth when caught on film. When Jace was watching the birth of his son he supported Alison every step of the way. His encouragement and excitement for Alison and his son communicated that Samsung Gear VR encourages emotive shared experiences continents apart.
The ad was published to YouTube and many other online cites however I cannot find if the ad was published on TV. The ad was published on YouTube on March 14, 2015 and already has almost 10 million views. The likes far outweigh the dislikes and many comments were posted below the video. The context of YouTube has definitely started conversation for many viewers about the message that Samsung Gear VR technology creates emotive shared experiences.