For the company's flagship Galaxy S7 smartphone launch, Samsung pushed the boat out with a spectacular laser show on 10th March 2016 in Milan (organized by the event agency Eventually) and a communication campaign created by Brand Portal.

For the planning strategy, the agency chose the innovative format All21 on Mediaset's tv network: a one-minute tv commercial that contemporaneously went on air on seven channels (Canale 5, Italia Uno, Retequattro, La5, Iris, TopCrime, Mediaset Extra) every evening at 9:00 p.m., with an average audience of 10 million people. This media planning choice made us opt for a "breaking news-style" Ad. The agency created three different commercials, each about a specific communication objective.

The project's protagonists are three Italian comedians (Trio Medusa), as reporters, and Catrinel Menghia, Romanian actress and fashion model, as the presenter. A simple creative idea that plays with absurd situations that the comedian trio transforms into breaking news.