Guided by Granny

Less than a month out from Christmas, Samsung requested a holiday campaign. The goal: help people enjoy their Samsung gifts. In one week’s time, I wrote 20+ scripts centering a tech savvy and slightly risqué Granny. One week later, we filmed 18 videos.

So meet Granny. She knows it all, plus the family secrets. When she’s not busy screening Aunt Gail’s calls, she likes to show her “grandkids” how to set up their watches and selfie by the fireplace.

We announced the campaign on Twitter right before the holidays. As the Galaxy and Note gift mentions rolled in, Granny rolled up with replies—each featuring a tip or GIF. It’s the least she could do for her grandkids.

The campaign launched in full to over 1 million subscribers on Youtube. One by one, the “cheese curds” loved on Granny—especially her little nicknames.