Less is more. A simple series of unscripted flashes of human emotion can indeed make for a beautiful commercial. Could authenticity be tipping over to brands actually starting to show a bit of humility?

That’s what we get from this Samsung ad in support of their ASP sponsorship. There’s almost a sense of vulnerability that’s very endearing – and an emotion you just don’t ordinarily get from brand sponsorship. Maybe they are taking a lead from those Thai cellphone ads.