Samsung Has People Listen to Their Heartbeats While Listening to a Message from Someone Special

Update: Samsung Pulls Ad Showing Drag Queen Hugging Her Mother – ‘We Have Fallen Short’ (1/24/22)

Samsung and Cheil Singapore have partnered in a new campaign for Galaxy Buds2 and Watch4, that invites people to come have their heart rates recorded as they listen to various genres of music.

After listening to 3 or 4 pieces of music, the individuals then listened to a voice-recorded message from someone close to them who has wanted to say something personal to them but never did.


The stories range from a Drag Queen who expresses appreciation for his supportive mother; an absentee father who spent years in jail; a best friend who acknowledges the loyalty and support of her BFF, and a man who pays tribute to his fiancée’s courage in battling depression while taking care of her ailing mom.

“Every smartwatch brand highlights the health features in a functional, expected manner. We wanted to stand out from the sea of sameness by taking an emotional approach,” said Sarah Chua, Vice President (Internet & Mobile), Samsung Electronics Singapore.


“And if you really think about it, matters of the heart (which can indeed be stressful) can take a toll on our heart health.”

Mahesan M, Executive Creative Director, Cheil Singapore, added: “Every one of us has stuff in our hearts that we wish we can unload. And asking people to ‘Listen to their Hearts’ worked on both a functional and emotional level. It is well documented that stress has a huge impact on our heart health. Measuring the listeners’ heartrate before, during and after the session demonstrated the feature in a never before manner.”


Agency: Cheil Singapore
Executive Creative Director: Mahesan M
Copywriters: Anand AV / Mahesan M
Art Directors: Teo Hong Jun / Joy Long / Bernard
Account Management: Cecilia Lim / Ellyna Rahim / See Seng Yang
Agency Producer: Addison Lee
Clients: Sarah Chua, Vice President (Internet & Mobile), Samsung Electronics Singapore
Lynn Chong, Head of Brand Marketing
Jennifer Choi, Brand Marketing Manager
Production: Moviola
Director: Tai Heng
Producer: Ronnie Lee / Carol Yuen