Annoying Ads

Advertising can be quite annoying. And everyone can probably agree on that. However, Samsung and Leo Burnett are taking it to the extreme: with the guerrilla campaign "Annoying Ads" for the AI-based Object Eraser of the new Samsung Galaxy S24 Ultra. Because it can easily remove annoying objects from photos. Or advertising.

The campaign is primarily aimed at demonstrating the performance of the new Galaxy S24 Ultra. Therefore, Samsung hijacked Germany's most popular photo motifs and obscured the unobstructed view of landmarks with mobile advertising posters. The huge truck billboards featured headlines such as "Don't get annoyed by this ad. Just get rid of it." or "This is an annoying ad for a tool that helps you remove annoying ads like this annoying ad from your photos."

"Our 'Annoying Ads' campaign highlights how the new Galaxy S24 Ultra is revolutionizing smartphone photography with the help of AI - with a guerrilla campaign that is just as revolutionary," says Benjamin Merkel, [Executive Creative Director at Leo Burnett], enthusiastically.

In addition to Merkel, David Unger, Dustin Kurth (both Creative Director), Rachel Lucchesi, Claudia Valencia, Merlin Meiss and Max Gehring are responsible from the creative side.

"With this campaign, we not only captured the most popular sights in Germany but also gained the attention of a broad target group. Entertainingly, we made them aware of the possibilities and necessity of our object eraser and showed how easily unwanted elements can be removed," explains Mario Winter, [Vice President Marketing at Samsung].

Promo teams demonstrated the magic of the object eraser to the "photo-bombed" tourists on site, highlighting the benefits of the new Galaxy S24 Ultra. In the end, the campaign brought a lot of joy to everyone involved and left a lasting memory in people's hearts as the first campaign to promote being removed.