Samsung and telecommunications giant Singtel have unveiled their latest campaign film, titled “AI Do,” showcasing the transformative potential of technology in fostering connections among people.
Directed by Golden Horse Award nominee He Shuming, the film draws inspiration from Singtel Group’s mission to empower individuals across generations, spotlighting the multifaceted capabilities of Galaxy AI.
In “AI Do,” Hee Joo and Aidan, hailing from Korea and Singapore respectively, embark on the journey of marriage. Together with their families, they navigate through a myriad of tasks, bridging language and cultural gaps in the run-up to their wedding day. Leveraging the advanced AI features of the Galaxy S24 Ultra, coupled with Singtel’s robust 5G connectivity, the characters tackle challenges with ease.
Lynn Chong, director and head of brand marketing, mobile eXperience at Samsung Electronics Singapore, remarked on the campaign, stating, “Galaxy AI unlocks new potentials for our consumers. Through this film, we aim to demonstrate the capabilities of Galaxy AI, particularly its role in facilitating communication and connections across diverse backgrounds.”
Echoing this sentiment, Anna Yip, deputy CEO of Singtel Singapore, emphasized, “We firmly believe in the transformative power of technology to bridge divides, create opportunities, and spur innovation. Through this film, we showcase the profound impact of technology in helping families surmount cultural barriers, fostering bonds, and embracing the conveniences of a digital lifestyle.”
The campaign will be disseminated across various platforms, including digital streaming platforms like meWatch, cinema screens, and Samsung and Singtel’s social media platforms such as Facebook, Instagram, YouTube, and TikTok, as well as in their respective retail outlets.
Starting from May 3, visitors to the Singtel Flagship Store at 313@Somerset and the Samsung Experience Store in VivoCity can immerse themselves in a set resembling scenes from the film, offering firsthand experiences of Galaxy AI’s innovative photo and communication features.
As an extension of the film’s narrative, from May 10 to 16, Singtel and Samsung will invite audiences to participate in a creative contest via Instagram, soliciting original ideas for a novel Peranakan pastry featuring unconventional flavor combinations.
