What started as four sick digital ads turned into a chart-topping global campaign running in ten countries. Additional, adapted spots featuring Paloma Mami were created for the U.S. Hispanic market.

On YouTube, the engagement rate was 201% above Samsung’s standard benchmark. In the U.S., the click-through rate was 45% higher and the video-completion rate was 46% higher than Samsung’s averages for the entire year. Fans even dropped their own music video made from a compilation of the ads.