Samsung is promoting the Galaxy SII smart phone with ‘The Way We’re Wired”, a television commercial featuring the phone’s video recording and playback capacities. “Nobody ever set their sights on second place. Who among us aspires to be almost remembered. There’s a reason there are no giant foam fingers that say, “You’re number three!”. No one wants to tell an average joke, make an underwhelming entrance, go out with a whimper. No one ever stood in front of the mirror with a hairbrush pretending to be the tambourine player. And there are definitely more kids dressed as Batman than Robin. We aspire. So when we built our new Android phone we built it to be the best and the brightest. Faster. Better. With a screen every other phone has a poster of. ‘Cause we’re Samsung. And that’s just the way we’re wired.”
Click on the image below to play the Way We’re Wired video (Director’s Cut) in YouTube (HD)
The Way We’re Wired was developed at Leo Burnett Chicago by creative directors Vince Cook and Colin Selikow, and senior agency producer Matt Blitz.