Samsung has once again mined the digital creator well for a buzzy commercial that ran during last night’s Academy Awards broadcast. The spot served to promote its new Galaxy S9 smartphones, which hit shelves later this month.
Last year, the mobile giant selected longtime partner Casey Neistat for a spot dubbed The Rest Of Us. This year, however, the commercial features seven veteran and emerging YouTube stars, including Insecure creator Issa Rae, professional BMX rider Nigel Sylvester, beauty vlogger Deepica Mutyala, indie filmmaker Ann Lupo, visual artist Shantell Martin, blind creator and motivational speaker Molly Burke (pictured above), and the comic Akilah Hughes. It was directed by Dee Rees, who helmed the critically-acclaimed Netflix hit Mudbound.
The one-minute ad is titled Make It Yours, and sees the above creators urging two bed-ridden teens — as well as viewers at home — to “make something.” The ad, which was posted on Friday and has since amassed nearly 4 million views — concludes with a slogan unveiled by Neistat in a branded video on his own channel last year: ‘Do What You Can’t‘.
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