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The world went into lockdown, and overnight, working parents suddenly saw their working and parent roles converge into the exact same place and the exact same hours. Like working two jobs, simultaneously. All parents grappled with this new reality but mothers took on the most. 1
So this is the story of an ode we wrote to tip our hats to mothers everywhere.
89%
YOY growth in units shipped
People were buying fewer tablets - squeezed in the middle between smartphones and laptops. Until Covid. Samsung wanted a piece of the WFH pie and needed to win over young families to get it. But downbeat portrayals of working from home life had become advertising wallpaper. We needed to cut through.
Instead of WFH advertising, we showed real life… and how it's better with play.
Yes, working while looking after children was tough. But consumer research told us that, actually, there were silver linings. The 9-5 had been scrapped in favour of a patchwork of working and family play moments.
In response, we launched a new platform for the Galaxy Tab: Work is Better with Play. The positioning allowed Galaxy to capture the newly blended world of WFH, and the market responded.
So we created a short film to sustain the Tab S7's launch: Work is Better with Play.
The spot follows a multitasking mother as she gears up for an important presentation with the help of her Samsung Galaxy Tab S7/7+.
Like many mothers right now, she multitasks throughout the day, taking breaks to make pancakes and play videogames with her son. Short of wearing a cape, she’s a real life superhero.
Instead of distracting her, messing around with her kid inspires the design for one of her creations.
Hats off, Moms.
1. The ONS found that women took on 78% more childcare than men in households with children under five in the first lockdown.