​Samsung’s song of freedom

Man, woman, bear, human, alien, dead, undead – they’re all just labels, concepts to be played with and disguarded with gay abandon, as this refreshingly bonkers ad proclaims. 

Create by W+K Amsterdam and directed by Alaska through Iconoclast, the ad I’m Open To That takes the form of joyous show tune. 

The script, by Mohamed Diaa, is as random as the effects-heavy visuals and proclaims you can “come as you are, you don’t need a cravat” to be welcomed into a fanciful world of giant cat memes and other stranger things our phones can help us access – such as dancing with penguins, learning new languages and tussling with ballet-dancing aliens.