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Samsung “Sink” 2016

Samsung “Sink” (2016) is a Samsung commercial directed by John Hillcoat for Leo Burnett, produced by Stink. It won 2 awards, including Epica 2016 Silver Personal Electronics & Devices and LIA 2016 Bronze — Production & Post-Production / Direction.

A young man's phone is constantly at risk of getting wet in various social situations, but thanks to its water resistance, he can always answer calls.

Video: Samsung Malta - Soundmachine on YouTube

Shot by shot

  1. A young man in a grey hoodie hands a black pen to a young woman in a white polka dot shirt, who is sitting in a car.© Samsung0:00
  2. A young man on a bicycle hands a drink to a young woman in a car, while other people are visible in the car and background, in an urban setting.© Samsung0:03
  3. A young man with short dark hair and a grey sweatshirt looks to the right, with a modern building in the background.© Samsung0:06
  4. A young man in a grey t-shirt talks to a group of young women in a car, who are laughing and smiling, on a city street during the day.© Samsung0:07
  5. Samsung “Sink”, shot 9© Samsung0:21
  6. A young man in a grey t-shirt washes dishes in a kitchen sink, with a mirror reflecting shelves behind him.© Samsung0:26
  7. A young man with short dark hair and a blue shirt looks down with a pained expression in a dimly lit room.© Samsung0:30
  8. A green and white smartphone is submerged in a kitchen sink full of water, demonstrating its water resistance.© Samsung0:30
  9. A young man with short dark hair, wearing a blue t-shirt, looks down intently in a bathroom.© Samsung0:32
  10. A hand reaches into a kitchen sink filled with water, splashing around a glowing smartphone to demonstrate its water resistance.© Samsung0:33
  11. A young man in a blue shirt looks down at his phone, which he is wiping with his shirt, in a bathroom.© Samsung0:34
  12. A person's hand holds a Samsung phone displaying an incoming call, then drops it into a sink full of water and dirty dishes.© Samsung0:35

Stills © Samsung. Made by Leo Burnett, Stink and John Hillcoat.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show the phone's water resistance through relatable, everyday mishaps.

Tagline: “Rethink what a phone can do”

everyday mishapsphone saves the dayrelatable charactermusical interludeproduct demonstration

The cut

Length
48 s
Shots
21
Average shot
2.3 s

What creatives use Samsung “Sink” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Samsung “Sink”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man in a grey hoodie hands a black pen to a young woman in a white polka dot shirt, who is sitting in a car.© SamsungA young man on a bicycle hands a drink to a young woman in a car, while other people are visible in the car and background, in an urban setting.© SamsungA young man with short dark hair and a grey sweatshirt looks to the right, with a modern building in the background.© SamsungA young man in a grey t-shirt talks to a group of young women in a car, who are laughing and smiling, on a city street during the day.© Samsung
    Frames from Samsung “Sink”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Samsung “Sink” in order, with its length, framing and what happens in it.

    A young man in a grey hoodie hands a black pen to a young woman in a white polka dot shirt, who is sitting in a car.© SamsungA young man on a bicycle hands a drink to a young woman in a car, while other people are visible in the car and background, in an urban setting.© SamsungA young man with short dark hair and a grey sweatshirt looks to the right, with a modern building in the background.© SamsungA young man in a grey t-shirt talks to a group of young women in a car, who are laughing and smiling, on a city street during the day.© SamsungSamsung “Sink”, 0:21© SamsungA young man in a grey t-shirt washes dishes in a kitchen sink, with a mirror reflecting shelves behind him.© Samsung
    Length: 48 s · Shots: 21 · Average shot: 2.3 s

  3. 03Ad ideas: every spot built on a everyday mishaps

    Before you present an idea, you need to know who has done it, and how.

    Samsung “Sink” is built on a everyday mishaps. Search the library by idea to see every spot that uses it.

    Volkswagen “Those Guys”© VolkswagenAAMI “Only so much luck to go 'round 60”© AAMIP&V “Oops Oops - Call P&V”© P&VIKEA “Quality”© IKEA
    Volkswagen · AAMI · P&V · IKEA

More commercials by John Hillcoat

  • Eli Lilly and Company "Good Days" (2026) commercial still© Eli Lilly and CompanyEli Lilly and Company “Good Days” 2026Dir. John Hillcoat · Wieden+KennedyClio Awards Gold 2026
  • Apple Music "History of Sound" (2016) commercial still© Apple MusicApple Music “History of Sound” 2016Dir. John Hillcoat · TBWA\Media Arts LabThe One Show Gold 2016
  • Camelot/ National Lottery Good Causes Fund "Heroes Return" (2013) commercial still© Camelot/ National Lottery Good Causes FundCamelot/ National Lottery Good Causes Fund “Heroes Return” 2013Dir. John Hillcoat · AMV BBDOClio Awards Gold 2013
  • Jameson Irish Wiskey "Iron Horse" (2013) commercial still© Jameson Irish WiskeyJameson Irish Wiskey “Iron Horse” 2013Dir. John Hillcoat · TBWA\Chiat\DayClio Awards Bronze 2013
  • Levi Strauss "To Work" (2011) commercial still© Levi StraussLevi Strauss “To Work” 2011Dir. John Hillcoat · Wieden+KennedyCannes Lions Bronze 2011
  • Coca-Cola "It's Beautiful" (2014) commercial still© Coca-ColaCoca-Cola “It's Beautiful” 2014Dir. John Hillcoat · Wieden+KennedyAICP Awards Honoree 2014

More from Leo Burnett

Award-winning tech commercials

Questions

Who directed the Samsung “Sink” commercial?

John Hillcoat directed it, produced by Stink, for the agency Leo Burnett.

Which agency made Samsung “Sink”?

Leo Burnett created it for Samsung (2016).

What awards did Samsung “Sink” win?

2 awards, including Epica 2016 Silver Personal Electronics & Devices and LIA 2016 Bronze — Production & Post-Production / Direction.

What is the tagline of Samsung “Sink”?

“Rethink what a phone can do”

Sources for the credits and awards

winners.epica-awards.comliaawards.com