Samsung

Samsung was seeking music selections that would tie into creative, showcasing how the trials and tribulations of millennial parents could be alleviated by Samsung Galaxy wearables. After exploring a range of throwback hits beloved by this demo, we selected DMX’s “Party Up”, both for its immediate recognizability and comedy value in the context of the spot. The sight of a crying baby calmed by DMX’s gravelly flow made for an especially humorous moment, generating overwhelmingly positive reactions from consumers.

SAMSUNG / R/GA