“Wireless Charging” is one spot in the greater “It’s not a phone, it’s a Galaxy” campaign. The campaign goes directly against the competition’s tagline and iconic white world to disrupt their current advertising. Bold pops of color, a variety personalities, and a blinking strobe effect were just a few elements to show there is nothing ordinary about the Samsung brand; it’s powerful and unexpected.

Because the spots are heavily visual, music serves as a type of voice over—filled with an attitude of confidence and slight irreverence. Wireless charging is a feature that Samsung can tout, but not many others can. So this spot made sure to prove that, by showing Samsung users successfully (to the point of play) utilizing the wireless charging pad, while the competition failed. The end card “Time to let go” not only pointed to the lack of charging cords, but also to former loyalty.