Mother burns cookies in disastrous turn of events to promote Samsung’s smart fridge

Samsung has promoted launched a campaign for its Family Hub, a smart fridge, by illustrating things which could go wrong in a household without it.

A 30 second spot shows a mother baking biscuits and asking herself what could go wrong if she didn’t follow the recipe.

The mother then imagines burning the cookies and having to feed them to the pigeons, but to make things worse, the pigeons follow her home and take up residence in her house.

Deciding to follow the recipe, the mother asks her smart fridge for the next step in the recipe.

‘Samsung Family Hub, it’s more than a fridge,” is the tagline used at the end of the spot.

Another 30 second spot promoting the fridge features a man shopping for broccoli as he asks himself if he needs more of the green vegetable.

The ad then shows him imagining his family living on broccoli, gifting people broccoli and planting broccoli.

To resolve the situation, the man looks up his Family Hub app to view the ingredients inside his fridge and not buy more broccoli.

Leo Burnett is Samsung’s creative agency of record.


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