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Samsung targets ‘Alpha people’ to flaunt design of Galaxy Alpha phone

Samsung has launched a new campaign to flaunt the design of the Galaxy Alpha phone.

The ad, directed by Nicolas Winding Refn, features a stylist, a DJ and a designer, who are, according to Samsung, “Alpha people”. Created by Cheil Worldwide, the video was uploaded to YouTube on August 13 and has been viewed more than four million views at the time of publishing.

Wain Choi, global ECD at Cheil Worldwide, said that the agency “wanted to create something new, something that isn’t ‘Samsung’ as you know it. For this, we wanted to turn our video into a graphical piece of art that every Alpha person would relate to.”

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