Samsung is turning nostalgia into innovation with its latest campaign, starring none other than Lucia Gorman — the woman behind the internet’s favorite "bored nightclub" meme. Originally going viral in 2018, Gorman is back in the spotlight as Samsung enlists her to recreate her famous moment — and a few other viral hits — to promote the AI-powered features of the new Galaxy A56 5G.
In a campaign that blends humor with real user insights, Lucia not only brings her original meme to life but also steps into the roles of “Confused Math Lady” and Harry Maguire’s awkward “Put the Bins Out” pose — internet icons all too familiar to social media scrollers. But the campaign isn’t just about laughs; it’s anchored in a product solution designed to fix one of our most relatable digital pain points: bad group photos.
At the heart of the campaign is the Galaxy A56 5G’s new “Best Face” technology. Using artificial intelligence, the feature automatically corrects common photo mishaps — from mid-blink expressions to awkward angles and photobombed moments — ensuring every face in a group shot looks its best. It’s a smart, seamless way to turn imperfect memories into share-worthy moments.
According to research commissioned by Samsung, the average person spends nearly eight hours a year editing their photos — that’s nearly a full month over a lifetime. The campaign cleverly taps into this statistic, offering a tongue-in-cheek solution that’s both functional and fun.
Annika Bizon, Marketing Director at Samsung, explained the thinking behind the campaign: “We understand the desire to capture and share life’s best moments. However, our research revealed we spend nearly a month of our lives editing photos. We’re empowering users to get their best shot effortlessly, so they can spend less time editing and more time enjoying those special moments.”
The campaign is a savvy blend of meme culture, AI tech, and consumer insight — using the internet’s love for nostalgia as a springboard for a forward-looking product. And by tapping Lucia Gorman, Samsung doesn’t just revive a viral moment — it reframes it in a way that speaks directly to the digital habits of today’s smartphone users.
In a market crowded with feature claims and product specs, Samsung manages to cut through the noise by asking a simple question: What if your group photos just... worked the first time? Thanks to some clever casting and smart storytelling, the answer feels both relatable and refreshingly entertaining.
