Samsung makes fun of influencers in #SponsoredPost campaign
Samsung has launched a tongue-in-cheek campaign from Leo Burnett, poking fun at not-so-subtle sponsored posts from influencers.
The campaign highlights the features of the Samsung Galaxy A, while simultaneously poking fun at how influencers create content for brands.
The campaign music video stars comedy trio Aunty Donna performing a rap about how to create a sponsored post to promote the new Samsung Galaxy A series of phones. Other Australian influencers to appear in the video include Lily Brown, Kayne Lawton, Rahnee Bransby, and Johnathon Sauer.
Alongside the two-minute video, the campaign will consist of pre-roll ads, six-second bumper ads, and social media ads with creative specifically designed for Instagram feeds and stories. Five Snapchat lenses have also been created for the campaign so users can become ‘influencers’ and promote the devices.
Garry McGregor, Samsung Electronics Australia vice president for IT and mobile said in a statement: “This latest campaign for the Galaxy A Series challenges the nature of sponsored campaigns that Gen Z audiences are all too familiar with.
“Through #SubtlySponsoredPosts and the collaboration between Aunty Donna and participating influencers, we’re reaching an incredibly savvy audience with content that has fun with communicating the features of the product.”
Grant McAloon, executive creative director of Leo Burnett, added: “We wanted to engage with our target through influencers and the social they love, while keeping in mind what they fear the most: boredom. So it made sense to make fun of the expected and humorously embrace what everybody else is trying to hide – #SponsoredPosts.”
Credits
Client: Samsung Electronics Australia
Creative Agency: Leo Burnett
Production Company: Prodigious
Influencers: Aunty Donna (Mark Bonanno, Broden Kelly & Zachary Ruane), Lily Brown, Kayne Lawton, Rahnee Bransby and Johnathon Sauer
Influencer Management: Publicis Content
Media Agency: Starcom
The advertising equivalent of that cringy kid at school trying to be funny. His response is to repeat the same joke over and over until it becomes so incredibly embarrassing that people start to feel sorry for the guy.
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Aunty Donna Represent. Great casting
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That is woeful but I actually did a small but audible chuckle. I think I’m broken.
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Um… Just me, who found this HILARIOUS??
Loved it!
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Looking forward to the next Samsung influencer campaign featuring the exact style that they’re trying to poke fun at. #integrated
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This is pretty funny but wouldn’t want to be Samsung’s influencer agency.
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While influencer authenticity is a topic up for debate, there are still genuine partnerships that Samsung has formed off the back of loyal users. Massive fail this getting through production.
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Really smart spot from Leo Burnett and Samsung, awesome to see a brand who really understand their audience and taking risks. Aunty Donna is a great fit.
You just have to look at the feedback and comments on these videos. They’re doing good work on the follow up comments as well.
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Absolutely hilarious!!
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I’m with you Shannon and Meri. So bad it’s brilliant. #LOL
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I think it’s very amusing – it fits for audience, does it not? What advertising is meant to do, rather than appease anonymous Commenting Mumbrella Misery’s – Mumisery’s? CommentMumMisery’s? CommMumMiserys? #MumbrellaCommentingMisery’s. #DoWhatYouCan’t
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Me too.
cumts? cumbentators?
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