Samsung has hit its stride.
This spot for the new Galaxy Gear wrist computer hits just the right balance between intrigue and information, tone and truth. It works hard without trying too hard. Maybe that's why it was one of the few spots that aired over the weekend where people in the room I was in stopped talking about the game for 60 seconds and actually watched an ad.
One thing I like about this spot is that it seems Samsung have finally gotten over their Apple envy and are ready to promote their own products without bashing those of a worthy adversary. Maybe that's just because there is not equivalent Apple product or maybe, just maybe they're ready to sell their devices on their merit.
Either way, thanks to 72andSunny for concepting and producing a great spot and sparing me from another lousy car, truck or beer ad during the game. Now let's just hope the product actually lives up to the promise of those Hollywood gadgets that inspired it.