Work/US Hispanic holiday campaign
Samsung
The Best Gift Rap
Samsung's holiday campaign, rebuilt for US Hispanic audiences around the feeling rather than the pun.
Campaign film, 30 seconds
Same campaign. Different rhythm.
Samsung came in early. They wanted their US Hispanic holiday campaign to actually mean something. Not translated. Not dubbed. Culturally relevant, emotionally clear. Holidays with soul, and Samsung at the center.
The ask sat inside the larger Best Gift Rap campaign. General market leaned into the pun: gift wrap meets rap battle. Clever. It did not land the same way with our audience, so we pivoted.
We pulled back from the wordplay and leaned into the feeling. The surprise. The joy of getting something you were not expecting. No explanation needed, just the moment the box opens and the room shifts. Same campaign foundation, different rhythm. Still Samsung, still holiday. This time it spoke the right language.
The work
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