The One Way You Definitely Shouldn’t Promote A $300 Bluetooth Watch

“A mysterious stranger arrives in a low income neighborhood and captures the imaginations of the children who live there.” Wearable computing metaphors: They are dangerous.

The Samsung Galaxy Gear has gotten off to a rocky start. Reception: mixed. Reviews: not great. If you’re Samsung, you probably feel like the Gear needs a little boost. And what better way to accomplish that than with a bold ad campaign.

So, well, this is what they came up with. I’ll paste Samsung’s description — its official summary — first, since it’s somehow longer, and weirder, than the video itself:

Told from a child’s perspective, “The Developer” is a musical short film by Samsung featuring Lionel Messi and the hit single “Royals” by Lorde.

A mysterious stranger arrives in a low income neighborhood and captures the imaginations of the children who live there. He is “The Developer” and the children view him with a deep suspicion.

Together with his Samsung GALAXY Note 3 and GALAXY Gear, the Developer effortlessly masterminds a secret construction project. Using the latest in Samsung technology including Action Memo, Pen Window, Scrapbook and hands-free call capability on the Gear, the Developer orchestrates and executes his mysterious mission.

The children watch in awe. They reflect on their current situation by singing Lorde’s breakout hit “Royals,” a song about overcoming her own humble beginnings.

The spot concludes with a beautiful new pitch that has been constructed in the toughest part of town. The Developer is revealed to be the world’s reigning football star, Lionel Messi, fulfilling his personal mission to help under privileged children.

The events in this story are a dramatic retelling of actual projects completed by the Messi Foundation. The film was directed by Adam Hashemi.

Here’s the actual video:

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