Samsung Has a Love/Hate Relationship With Selfies: The Tale of Two Viral Campaigns

By wjarvis@adage.com (Will Jarvis)


While many cultures see public selfie-taking as a distracting, albeit innocent, act, Indian authorities are treating the growing trend with caution and for good reason.

According to one study, the country accounted for more than half of deaths worldwide related to taking selfies. Samsung has responded by creating a video campaign that garnered over 22 million views in the seven days through Sunday and landed atop the Viral Video Chart for the second straight week.

The “Samsung Cares for a Safe India” spot shows a bloodied man lying face-down on the pavement. Next to him, a cracked phone shows a selfie of him biking. “The moments you hold so dear can disappear with one silly selfie,” the onscreen text warns. The country’s Minister for Road Transport and Highways then pleads Indians to use their mobile phones responsibly.

While many cultures see public selfie-taking as a distracting, albeit innocent, act, Indian authorities are treating the growing trend with caution and for good reason.

According to one study, the country accounted for more than half of deaths worldwide related to taking selfies. Samsung has responded by creating a video campaign that garnered over 22 million views in the seven days through Sunday and landed atop the Viral Video Chart for the second straight week.

The “Samsung Cares for a Safe India” spot shows a bloodied man lying face-down on the pavement. Next to him, a cracked phone shows a selfie of him biking. “The moments you hold so dear can disappear with one silly selfie,” the onscreen text warns. The country’s Minister for Road Transport and Highways then pleads Indians to use their mobile phones responsibly.

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Source:: Advertising Age Digital

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