Samsung has launched a new global campaign designed to showcase the brand’s Galaxy AI tools.

Produced by BBH Singapore, the ad expands on the concept of a “quarter-life crisis,” following a young couple, Stacey and Steve, as they prepare for a surfing trip in Fiji, an activity they haven’t done since their early relationship days.

Titled “A Samsung Health Story: Racing to Fiji,” and directed by Saturday Night Live’s Rhys Thomas, the storyline revolves around the couple’s efforts to get fitter before the trip, showing them competing by comparing energy scores and tracking their runs and swims.

The campaign includes a long-form version lasting two minutes and 30 seconds, along with 30 and 15-second edits airing globally in markets like the UK, Germany, and Korea on platforms such as YouTube, Instagram, and TikTok.

Samsung Electronics EVP Sung Chang said: “With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7 and Ultra, we introduced our new Energy Score – a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability, and daily fitness activities.”

“With Galaxy AI, you receive personalized insight messages and wellness tips to help you reach your personal health goals.”

BBH Singapore chief creative officer Sascha Kuntze added: “We wanted to create something entertaining to show that health doesn’t always have to be serious and stressful. Fortunately, our clients embraced the idea, allowing us to add comedic elements and tell a playful story.”