The Samsung Galaxy S II was released into the mobile smartphone markets of France in May of 2011 to a pretty interesting beat due to a clever marketing campaign. The ad campaign, "Unleash Your Fingers," was filmed in France featuring Los Angeles' own JayFunk, a professional at tutting, to show some untapped creativity hidden within your fingers.
Now, what is this tutting, you ask? It is better first seen, then defined.
Pronounced /tuht-ing/, this new rhythmic interpretive street dance tries to emulate Egyptian hieroglyphics (with some embellishments, of course), thus the name is derived from the Egyptian pharaoh Tutankhamen. Through deliberate hand and arm motions, JayFunk follows the beat to this new genre of music called dubstep.
Dubstep, one of the newest forms of music, is only 13 years old and originates from southern London. The music itself is mainly synthesized sounds giving it a sort of mechanical tone. This pairs perfectly with dance moves like tutting and other robotic-like hip hop. The dubstep music featured in this ad campaign comes from Siegfried de Turckheim and Vincent Drux.
Samsung's intentions with the the "Unleash Your Fingers" appear to demonstrate that the Galaxy S II is the newest and most innovative in touchscreen technology. By pairing their positioning with two incredibly new art forms (tutting and dubstep), Samsung shows that they are indeed in touch with innovation.
Credits for the the "Unleash Your Fingers" campaign are as follows:
Creative Directors: Arthur Kannas, Martin Hamelin and Simon Loizeau
Art Director: Olivier-Stephane Picard
Account Director: Karine Spencer
Telecom CRM Manager of Samsung: Clara Autuly
Filming Producer: Vincent Kherroubi
Production Agency: Labandeoriginale
Post-production: Motion Fan Club
Performer: JayFunk
Choreographer: Mario Faundez
Music by: Siegfried de Turckheim and Vincent Drux
That is such a cool video. I need to learn his moves!
ReplyDeleteTime to drop out of school to become a professional dubstepper? #dreamsinthemaking hahaha!
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