Samsung, to promote its new Galaxy S5 smartphone during the 2014 World Cup, created a 13 minute animated film (split in 2 parts) featuring some of the world’s greatest footballers on a mission to save Earth from an alien race called Hurakan.
To save Earth from total annihilation, the human footballers dubbed the “Galaxy 11” get into a winner take all football match with the alien race. In the film, the Galaxy 11 are seen using various Samsung Galaxy devices to face off against the horned creatures, who have a penchant for flips and fancy kicks.
Why this format works for a World Cup moment
- It is built for attention. A 13 minute animated story gives Samsung room to create a world, not just a product claim.
- The product is part of the mission. Galaxy devices show up as tools the team uses, so the placement feels “in-world” rather than bolted on.
- It scales globally. Football, sci-fi stakes, and animation travel across markets without heavy explanation.
What to learn from “Galaxy 11”
If you want people to stay with a brand story for more than a few seconds, give them a narrative engine. A clear enemy, a clear goal, and a clear showdown. Then let the product play a credible role inside that story, instead of pausing the story to sell.
A few fast answers before you act
What is Samsung “Galaxy 11”?
It is a two-part animated film created for the 2014 World Cup that puts elite footballers into a “save Earth” match against an alien team called Hurakan, while featuring Samsung Galaxy devices in the story.
How long is the film?
It runs about 13 minutes in total and is split into two parts.
How does the Galaxy S5 fit into the film?
The Galaxy devices are shown as tools the team uses during the mission, so the product appears through action rather than through a conventional pitch.
What is the transferable pattern for brands?
Build a short, high-stakes story with a simple structure. Then integrate the product as a believable capability inside the plot.
