The Best Gift Rap

Samsung came to us early. They were looking for a way to make their U.S. Hispanic Holiday campaign actually mean something. Not just translated. Not just dubbed. Culturally relevant. Emotionally clear. Holidays, but with soul. And Samsung at the center.

The ask was part of their larger “Best Gift Rap” campaign. General Market leaned into the pun. Gift wrap meets rap battle. Clever. But it didn’t hit the same for our audience.

So we pivoted.

We pulled back from the wordplay and leaned into the feeling. The surprise. The joy of getting something you weren’t expecting. Something real. No explanation needed. Just that hit of wonder when the box opens and the room shifts.

That’s where the story landed. Same campaign foundation, different rhythm. Still Samsung. Still Holiday. But this time, it spoke the right language.