THE BOOK OF TIM

Back in the day, there was Apple and there was everyone else. They were seen as tech gods, the unquestioned arbiters cutting edge. They were so far ahead of the curve that their misinformed fans would camp out for days in line for their product to launch.

Big mistake. Because the next big thing is already here.

This campaign kicked off a war between the fanboys and the rest of the world and cemented Samsung as a clear cut number two in the category.

We created plots and subplots and relationships around all the fanboys who had escaped the line. But then, for Super Bowl, we launched the Galaxy Note, a phone so powerful all the fanboys finally broke loose from the line. Like the spot itself, it got a little out of hand. Enjoy.