Singapore – Samsung and telecommunications company Singtel have recently released their latest campaign film, titled “AI Do”, aimed at highlighting the power of technology to bring people together.
The film, directed by Golden Horse Award nominee, He Shuming, draws inspiration from Singtel Group’s purpose to empower every generation and the many versatile uses of the Galaxy AI.
In AI Do, Hee Joo and Aidan, who are Korean and Singaporean respectively, are getting married. Together with their families, they tackle a long task list as well as language and cultural differences in the lead-up to their wedding. To overcome their challenges, the characters use various AI features available on the Galaxy S24 Ultra, supported by Singtel’s strong and stable 5G connectivity.
Talking about the campaign, Lynn Chong, director and head of brand marketing, mobile eXperience at Samsung Electronics Singapore, said, “Galaxy AI creates new possibilities for our consumers. Through the film, we want to show what Galaxy AI can do, especially how it can help people of different backgrounds communicate and connect.”
Meanwhile, Anna Yip, deputy CEO of Singtel Singapore, commented, “We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers.”
AI Do will be rolled out across various channels and platforms, including digital streaming platforms meWatch, in cinemas, on Samsung and Singtel’s social media channels such as Facebook, Instagram, YouTube and TikTok, as well as in Samsung and Singtel’s retail stores.
From May 3, visitors to the Singtel Flagship Store at 313@Somerset and the Samsung Experience Store in VivoCity can visit a set similar to that seen in the film where they can experience Galaxy AI’s photo and communication features.
As an extension of the film, from May 10 to 16, Singtel and Samsung will also be inviting audiences to submit original ideas for a creative new Peranakan pastry featuring the most unlikely combination of flavours via its Instagram channel.
