Samsung launched three new video ads promoting the Galaxy S8 and the Galaxy S8 Plus, its latest pair of Android-powered flagships that officially launched worldwide today. The advertisements that coincide with the release of the Galaxy S8 lineup are all part of the “Unbox your phone” campaign that Samsung started on March 29 when it officially unveiled its new smartphones. The same campaign already had giant sculptures of the Galaxy S8 appear all over the world, in addition to completely taking over New York City’s Times Square that was entirely covered in ads promoting the successors to the Galaxy S7 and the Galaxy S7 Edge in late March. All three promotional videos — titled Whale, Astronaut, and Lantern — can be seen beneath this writing.
Like many of the company’s previous ads for both the Galaxy S8 lineup and its older smartphones, the newly aired promos aren’t particularly focused on advertising a handset as much as they’re trying to advertise a lifestyle that Samsung’s new phone can be a part of. The tech giant is currently creating a wide variety of those ads that are catering to all types of people, from selfie enthusiasts and clubbers to adventurers and artists. This established method of advertising high-end products is believed to be an important part of the reason for Samsung becoming the leading Android original equipment manufacturer (OEM) in the world, and the South Korean tech giant will likely continue employing that promotional strategy in the future. The company is currently committing massive resources to advertising the Galaxy S8 and the Galaxy S8 Plus not only because the devices represent its latest flagship family, but also because it’s trying to compensate for the hit its brand image took last year following the Galaxy Note 7 fiasco that resulted in the discontinuation of its high-end phablet.
Most industry watchers believe that Samsung is already on course to quickly recover from the Galaxy Note 7 debacle, and its upcoming flagship duo is expected to play an important role in that process. Following record-breaking pre-order periods in several markets and an almost unanimously positive reception from both critics and consumers, anything short of a massive commercial success of the Galaxy S8 lineup would be a surprise.