Samsung Extra Mile

Samsung was launching the first top-loader washing machine with a built-in sink and wanted moms to use it.

Growing up in the Middle East, we’re used to seeing a “Tesht” or washing plate at home. Our mothers used them to wash and pre-treat clothes. Not only was this bad for their backs there was also a lot of water wastage and spillover.

With that in mind, we first seeded an online video asking people about the “Tesht” and what it meant to them. Then we revealed that Samsung has actually created a washing machine with a built-in “Tesht”.

We followed with a TVC on Mother’s Day that celebrates mothers and the #ExtraMile they go just to make us happy.

ClientSamsungAgencyLeo Burnett, DubaiRoleCreative DirectorYear2016