“It’s not a phone, It’s a Galaxy: S-pen” is one spot in a greater feature-based campaign. As a whole, the campaign goes directly against the competition’s tagline and iconic white world to disrupt their current advertising.

The theme chosen for the “S-pen” commercial was love letters—demonstrating how the Galaxy Note 5 with S-pen is the modern day quill and ink. The different vignettes showcase all the ways you can use the actual S-pen (sketching, converting to text, taking notes, etc), but in ways that are romantic displays of contemporary relationships.

Additionally, the inclusion of multilingual “I love you” doodles reveals how some human insights are truly universal. The closing line “Love every letter” was intended to evoke the idea of actual “love letters” but also show how the S-pen allows you to personalize and customize every individual character.