Health and Wellness Meets Fun in Samsung’s New Campaign

Samsung’s latest global campaign, created by BBH Singapore, brings fitness and fun together with the help of Galaxy AI and Samsung Health. The campaign centers around a young couple, Stacey and Steve, who compete to get fit for an upcoming surf holiday in Fiji. What started as a fun idea takes a competitive turn as they realize that they need to work on their fitness levels after years of desk jobs.

This playful narrative taps into Gen Z’s common struggle with wellness, highlighting how overwhelming health advice can be. BBH Singapore was inspired by social media trends, including references to the “quarter-life crisis,” to frame the couple’s light-hearted rivalry in a relatable way.

A Playful Competition Fueled by Galaxy AI

The couple’s journey is powered by various Samsung Galaxy products featuring Galaxy AI, which helps them improve their fitness levels. Using tools like the Samsung Galaxy Watch and the new Energy Score feature on the Samsung Health app, Stacey and Steve track their workouts, monitor their health stats, and spur each other on in their fitness journey.

The campaign takes viewers through their fun-filled fitness competition, where they compare Energy Scores, record their runs and swims, and even try to fit in workouts during their commutes. The competitive spirit between Stacey and Steve adds a playful element to the campaign, making fitness seem less like a chore and more like a fun activity that keeps them motivated.

A Cliffhanger Ending and Future Campaigns

The ad, titled “A Samsung Health Story: Racing to Fiji,” ends on a cliffhanger with a surprising twist during the surf trip, leaving viewers eager for the next installment. This campaign is expected to be the first in a series that will continue to develop the characters and their fitness journey.

In addition to the storytelling, the campaign focuses on showcasing specific features of Samsung Health and Galaxy AI, including the Energy Score, personalized coaching through wearables, and fitness and sleep tracking. The longform ad is available in a 2.5-minute version, along with shorter 30 and 15-second edits across platforms like YouTube, Instagram, and TikTok in key markets including the UK, France, Germany, and Korea.

A New Approach to Fitness Advertising

Directed by Rhys Thomas, known for his comedic work on Saturday Night Live and Hawkeye, the campaign leans heavily into entertainment and humor. It marks a departure from the more serious tone often seen in health and wellness advertising, opting instead for a lighthearted and relatable narrative.

Sascha Kuntze, Chief Creative Officer at BBH Singapore, said: “We wanted to create something that shows health doesn’t have to be stressful. Thankfully, our clients embraced the idea, and we could bring in comedy to tell a fun and engaging story.”

Sung Chang, EVP at Samsung Electronics, added: “With Samsung Health, the Galaxy Watch7, Ultra, and the new Galaxy Ring, we introduced our new Energy Score—a daily measure of physical and mental vitality. Combined with Galaxy AI, users receive personalized insights and wellness tips to help them achieve their fitness goals.”

The campaign is the latest collaboration between Samsung and BBH Singapore, building on previous successful launches for Samsung Galaxy products. With its mix of humor, innovation, and tech-driven health solutions, this campaign shows that fitness can be fun, engaging, and far from overwhelming.