Waiting for the bus in any city is kind of an inherently boring experience. Even with smartphones and a constant barrage of white noise from traffic and pedestrians, it’s a rare moment of downtime in today’s kinetic world. This naturally transforms the person or persons waiting into a captive audience for messaging, which is why most bus shelters and benches feature some form of advertising. But let’s face it, static signage and recycled message delivery will inevitably blur into the background of all that aforementioned white noise. This concept, at least in part, seems to be the inspiration for a recent bus shelter installation in Israel that plays with pedestrians’ expectations to drum up excitement for the new Samsung Gear S3 smart watch.
The tagline for the campaign brought to life by Leo Burnett Israel for Samsung Israel is “Frontier- The time is now,” and the digital billboard depicts a typical male model doing his best stilted impression of The Thinker sculpture by Rodin, but with the Samsung Gear S3 smart watch prominently displayed on his wrist. So far, nothing out of the ordinary, right? The twist is that this image is not a still photograph but rather a live-stream from a nearby studio.
As this video illustrates, the actor remains perfectly still until the watch beeps and he reacts thereby shocking the commuters to attention. He even interacts with some of the people inside the bus shelter and eventually invites one of them to take his place in front of the camera for another dimension of campaign interactivity.
This Gear S3 boasts a built-in GPS, a powerful new battery and up to 4GB of internal memory amongst of other features that make it formidable competition for Apple’s expanding series of smart watches. But unlike Apple’s products, this model retains the circular interface most people still associate with traditional timekeeping.