All audiences are not created equal.

Samsung. Samsung, Samsung, Samsung. We’re not in South Korea. We are not South Korean people.   This makes no sense to a Western Audience.


The hilarity. This is my new favourite word. I can’t rememeber the last time I’ve seen a piece of print and had to stop and take a picture because it was so … amazeballs.  I’m not a sure how effective this campaign is, or if it is a campaign.