At this point in the smartphone wars, it's not enough to build an awesome handset. You need to market it. That's the trouble that the One X had last year and the One faces this year. Well, so far the One has opened with its initial shots of BoomSound®, Ultrapixels and Zoe. So, what is Samsung returning fire with? A small, blonde-haired boy named Jeremy.


For those unable to watch the video at work (thanks for spending your time with us instead of doing your job), here's the gist: a young boy's butler drives him to a board room where he is told he will be the "secret messenger" for the Galaxy S IV by a title screen. Then, a very official-looking executive brings out a box and lets him peek inside, whereupon said box blasts him in the face with flesh-melting radiation before fade to black.

Of course, because advertisements are entire movies these days, the video includes a to-be-continued-style teaser for the next teaser. We see that possessing such a terrible secret is taking its toll on young Jeremy as the girl next door yells at him from outside his house claiming "I know you got something there, Jeremy Maxwell!" Presumably, this little girl works for the Wall Street Journal, which would explain how they get those wonderful scoops.

Despite having zero information about the product itself, a questionable plot, hammy acting (even from the adults) and a Macaulay Culkin lookalike, this ad campaign will probably do very well to drum up interest from the average Joe. There's nothing people like more than "to be continued" or family-friendly ads. Something Google has learned very quickly.

Source: YouTube

Eric Ravenscraft
Eric is a snarky technophile with a taste for the unusual. When he's not obsessing about Android, you can usually find him obsessing about movies, psychology, or the perfect energy drink. Eric weaves his own special blend of snark, satire, and comedy into all his articles.

  • mwradcliffe

    0:15 and 0:16 could be a sneak preview.

    • http://www.androidpolice.com/author/eric-ravenscraft/ Eric Ravenscraft

      While it sure looks big enough to be whatever Samsung will inevitably foist on us, there's too little detail there for us to really tell anything conclusively. Honestly, it could be an HTC One for all we can see.

      • Sootie

        too big to be HTC one and the way he holds it up here suggests to me he really wants people to see it also the back of it is different from the note 2

    • http://www.facebook.com/profile.php?id=100000003999549 Mike Harris

      Do you mean the device that the guy sticks in his pocket? If so, that means the S4 would be HUGE... and I for one love it.

    • http://AndroidPolice.com/ Liam Spradlin

      I would like to believe that whoever oversaw the filming would realize that having the guy hold an S4 right in front of us while also hiding it in a top secret glowing box would make no sense. That being said, I also wouldn't be surprised if that was a flash of the S4. As Eric says though, we've no hope of extracting any juicy details from the image as it is.

  • ben
  • http://meatcastle.com/ Youre My Boy Bloo

    Oh sweet jesus, I hope the Galaxy S IV is just Gwyneth Paltrow's severed head...

    • Eric Jones


    • fixxmyhead

      no i love gwyneth. did u see her thong ass in shallow hal? mhhhhhh!!!

  • J Carlos

    A commercial just for the unpacked event. Genius marketing by Samsung. They really have this marketing thing down to a science. I freaking can't wait for the event. That will be my next phone.

  • PCSievers

    Watched earlier. I got a chuckle out of the (possibly unintentional) Se7en reference just as the other commenters did and it makes me want to watch the next advert for a goram unveiling event of a phone I am guaranteed to never own. Which has to be worth something.

  • Tony Jackson

    This little twerp is gonna annoy me for the next few weeks then

  • Zacisblack

    For those of us getting the Galaxy S IV, I have created a community for us. From the owner of the largest Galaxy S III community on Goolge+, head on over if you're sure to get the next Galaxy. Let's make this THE official community for SIV owners!


    • http://www.facebook.com/profile.php?id=100000003999549 Mike Harris

      Isn't that what xda is for?

    • http://www.androidpolice.com/author/eric-ravenscraft/ Eric Ravenscraft

      Please don't spam our comments. It's cool if you want to build communities and whatnot, but this phone isn't even out and this article is about an ad. This isn't really the place or the context for this kind of thing.

  • Matti

    Wow, that was bad.
    Even by Samsung's standards.

  • http://twitter.com/wehavetogobackk Enes Taşdemir

    Jeremy spoke in class today about the SIV

  • http://twitter.com/wehavetogobackk Enes Taşdemir

    I think the light in the box was SIV's new SUV flash