| Title | SAMSUNG CINEMA PSA |
| Brand | SAMSUNG ELECTRONICS MALAYSIA |
| Product / Service | SAMSUNG GALAXY S5 |
| Category | A15. Corporate Image |
| Entrant | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Entrant Company | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Advertising Agency | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Media Agency | STARCOM MEDIAVEST GROUP Kuala Lumpur, MALAYSIA |
| Production Company | INDEPENDENT PICTURES Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Eric Cruz | Leo Burnett Malaysia | Executive Creative Director |
| Kevin Larken | Leo Burnett Malaysia | Associate Creative Director |
| Josemaria David | Leo Burnett Malaysia | Art Director |
| Alisha Shaharuddin | Leo Burnett Malaysia | Copywriter |
| Caroline Tan | Leo Burnett Malaysia | Group Account Director |
| Mak Wae Lern | Leo Burnett Malaysia | Account Manager |
| Jeremy Rabel | Leo Burnett Malaysia | Agency Producer |
A dramatic kungfu battle is about to break out in an old Chinese café when we “exit” the movie screen to reply to a chat message that just came in on a smartphone. Once done, we return to the movie only to see villains strewn across broken tables, chairs, and on the floor, as our protagonist makes a dramatic exit, leaving the cinema audience clueless as to what had went down just because they didn’t switch off their phones and ended up missing out on the best parts of the film.