Samsung's latest commercial is an exciting departure from the usual examination of features and technical details. Rather than switching between scenarios that showcase a variety of devices, this ad – entitled “Every Day is Day One” – instead follows the lives of people on either end of the surfing skill spectrum. Perhaps an otherwise unnoticed community, surfers of all ages and backgrounds demonstrate the sense of freedom, triumph, and comradery that are innate parts of the sport.
And it is precisely these kinds of values that make up the pillars of Samsung's design and marketing philosophies. Whenever the products do appear within the story, they do so in an especially natural way – lending the viewer to subtly appreciate how functional a Galaxy S5 can be. But again, the focus remains that Samsung is proud of their partnership with the ASP (Association of Surfing Professionals). When you get out of the way and simply tell a story, you offer a refreshing change of pace as far as tech commercials go.