{"id":23449,"date":"2022-12-14T17:36:18","date_gmt":"2022-12-14T17:36:18","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/ludacris-goes-3d-for-google-and-samsung-galaxys-ooh-stunt\/"},"modified":"2022-12-14T17:36:18","modified_gmt":"2022-12-14T17:36:18","slug":"ludacris-goes-3d-for-google-and-samsung-galaxys-ooh-stunt","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/ludacris-goes-3d-for-google-and-samsung-galaxys-ooh-stunt\/","title":{"rendered":"Ludacris Goes 3D for Google and Samsung Galaxy’s OOH Stunt\u00a0"},"content":{"rendered":"

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Samsung<\/a> and Google are touting the selfie-taking potential of their new Galaxy Z Flip 4 device on one of the biggest out-of-home stages in the country: Times Square. And the ongoing campaign is turning to an artist\u2019s timeless catalog to help drive the message home. <\/p>\n

Affixed to the Broadway-facing side of the New York Marriott Marquis hotel, the massive billboard featured an animated version of Chris \u201cLudacris\u201d Bridges\u2014who lent his voice, likeness and album imagery for the project\u2014with the pitbull featured on the cover of his 2001 album, Word of Mouf. The billboard, which featured the animated image for one day only, was created by Cekai and in partnership with Universal Music Group.<\/p>\n

After the mischievous pooch makes a disastrous attempt at taking a selfie with a competitor\u2019s smartphone, the prolific rapper, actor and entrepreneur\u2019s avatar emerges to correct the gaffe by using the phone\u2019s Google Assistant feature to play his song \u201cStand Up,\u201d a nod to the phone\u2019s standing feature, which he then uses to conveniently capture the perfect hands-free selfies.\u00a0\u00a0<\/p>\n

The song will celebrate its 20th<\/sup> anniversary in 2023 and has been used previously in the brands\u2019 television campaign.\u00a0<\/p>\n

\u201cWhen I recorded \u2018Stand Up\u2019 I don\u2019t think I looked 20 years into the future to where it would be, and how relevant it would still be to this day,\u201d Bridges told Adweek. \u201cSo I\u2019m humbled and very thankful.\u201d\u00a0<\/p>\n

The multi-hyphenate told Adweek that the stars aligned for the synergistic project. He was already working with Google on its #BlackOwnedFriday campaign when the brand approached him to use the classic song for the Galaxy campaign. <\/p>\n

\u201cGoogle loved the idea of doing the larger-than-life 3D billboard<\/a>,\u201d he said. \u201cAnd because the phone stands up, it [was] synonymous with why they chose the song, and I\u2019m very thankful that they did.\u201d\u00a0<\/p>\n

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The billboard\u2014which ran for one day only on Dec. 10 to support the campaign\u2014was on-brand for the artist, who has used animation and fun, over-the-top imagery in his videos and album covers dating back to the beginning of his two decadeslong career and incorporated it into last month\u2019s Charles Todd-directed video for #BlackOwnedFriday<\/a>, in which he co-stars with rapper Flo Milli.\u00a0\u00a0<\/p>\n

\u201cI\u2019m a very animated person,\u201d he told Adweek. \u201cSo I was excited because that\u2019s the bubble and world that I like to live in.\u201d\u00a0<\/p>\n

Looking back to move forward<\/h3>\n

Adrienne Lofton, Google\u2019s vp, global brand marketing, explained to Adweek how the brand and Samsung have leaned into using content from and inspired by the \u201990s and early aughts\u2014a time when flip phones were most prevalent\u2014to educate younger consumers on the benefits of a foldable phone in the new era. \u00a0<\/p>\n

\u201cGoogle and Samsung have been partners in bringing powerful storytelling into the market for some time now,\u201d said Lofton. \u201cSamsung has always pushed into new mobile form factors like foldables, and with our powerful software, together we continue to reimagine what people love about the flip experience.\u201d<\/p>\n

Over the past year, the brand has relied on a blend of nostalgia and today\u2019s modern digital identity. Lofton points to recent work with the Lawrence Brothers<\/a>, which also highlighted the Google Assistant. <\/p>\n

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\u201cThat central idea carried through to our partnership with Ludacris and his Y2K hit \u2018Stand Up.\u2019 We collaborated with Ludacris to help show people why they should switch to an Android-powered foldable and utilized the core idea \u2018Stand Up\u2019 to remind consumers that our products are built to allow you to easily do the things you love\u2014including the hands-free selfie, which is one of the most innovative yet useful use cases for the product.\u201d\u00a0\u00a0<\/p>\n

To amplify the partnership with Ludacris, the brand released behind-the-scenes footage of the billboard\u2019s creation featuring the artist and Cekai\u2019s executive producer, Jimmy Kitaji. It\u2019s currently running across social channels for the brand, the artist and Android.\u00a0\u00a0<\/p>\n

\u201cWe believe that choice and helpfulness is critical to the Android ecosystem and the Google apps and services offered within it,\u201d said Lofton. \u201cThe way we\u2019re able to bring these unique experiences to life inside of Samsung devices is our goal. Finding new ways to highlight how our products get you closer to the people and things you love most is the bar we\u2019ve set with our partner Samsung, and we\u2019re just getting started in that journey.\u201d\u00a0\u00a0<\/p>\n<\/p><\/div>\n