How do you prove to the public that the Galaxy S7 is waterproof? Samsung's strategy is simple: Get one of the most well-known living rappers, Lil Wayne, to show off its smartphones capabilities in the most over-the top way possible.
"One of the things for us as we launched this new campaign was to tell the Samsung brand story in new and humorous ways people can engage with," said Marc Mathieu, chief marketing officer at Samsung Electronics America.
And, the tech brand did just that. In a recent series of commercials for the Galaxy S7, Wayne is seen pouring champagne on the phone and dunking it in a fish tank — all without the phone shorting. A new ad, which was released Wednesday, features the rapper walking around a store dumping a bottle of champagne on the smartphone, then using it for a mobile payment to buy another bottle of bubbly and continuing his antics. Other ads show him testing the Samsung Gear VR goggles with actor Wesley Snipes.
"I was just happy for the opportunity to be there," the Grammy-award winning rapper said of the shoot. "There's a billion people they could pick, and they chose me. I tried to make the most of it."