Samsung has unveiled its 2025 UK Christmas campaign, a heartfelt one-minute film celebrating imagination as a superpower. Directed by Ben Woolf via St Mark’s Studios for agency Taylor Herring, the ad is titled “A Friend for Christmas” and is currently airing online and in cinemas.
A Story Rooted in Childhood Emotion
The film follows Laura, a young girl struggling to adjust after moving to a new home and leaving her friends behind. Isolated and watching other children play in the snow, Laura finds comfort in her imaginary friend, Milo.
With gentle encouragement from her Grandad, Laura uses Samsung Galaxy AI’s Drawing Assist to bring her imagination to life — a creation that becomes real on Christmas morning, turning loneliness into joy and wonder.
Technology Integrated into Real Family Life
Director Ben Woolf emphasized that the film was designed to show Samsung technology seamlessly woven into everyday family moments, rather than feeling like a tech demo.
“The film stands or falls on building a connection with Laura. The priority was capturing a child’s performance that feels real and grounded,” Woolf explained.
He added that the creative goal was to keep the visual language warm, organic, and unobtrusive, allowing emotion to lead and letting AI feel like magic, not visual effects.
AI as a Tool for Creativity, Not Distraction
Rather than positioning AI as futuristic or complex, the ad presents it as a supportive tool — one that helps a child’s imagination spill into the real world. The result is a festive story where technology enhances creativity and emotional connection.
Insight Backed by Research
The campaign is supported by Samsung research involving 2,000 parents, revealing that age six is when parents believe a child’s imagination is at its most vivid — a key insight that shaped the storytelling of the film.
Why It Works
- Emotion-first storytelling
- Authentic child performance
- Subtle, human-centered use of AI
- Strong Christmas sentiment with universal relatability
Samsung’s “A Friend for Christmas” stands out as a warm, emotionally grounded holiday ad, proving that when used thoughtfully, AI can feel less like technology — and more like wonder.
