How do you make a smartphone ad stand out from the competition? In the case of Samsung 'Meet The Note' it's by stripping away everything except the essentials - the phone and the hands interacting with it. This was the premise behind the spot developed by agency 72andSunny and directed by Justin Leibow. Shot against a luxurious black background with colorful lens flares highlighting the minimal type, the spot creates a calm and peaceful mood with plenty of room to breathe. In camera, Leibow captured a series of moments of interaction with the new Samsung Galaxy Note, all spotlighting the use of the S-pen, a proprietary technology enabling notes, collaboration, and creation on the fly. Set to a mysterious and engaging soundtrack, 'Meet The Note' captures the essence of the phone at its purest, and grabs your attention in an almost subliminal way. Advertising as meditation? We can dig it.