their phones.
It was slow, boring, and dull. Samsung’s bid to take on Apple, Todd’s
team feared, would be finished before it had even started.
“We don’t have a campaign here, guys,” Pendleton said.
With the holiday shopping season closing in, the only solution was to
chop up and redo the film then and there. During a frantic all-nighter,
someone in the room suggested that they turn the commercial into a single
scene, rather than two separate, awkward, forced moments of chatter
between disparate characters.