Samsung introduce their new Light Boost technology with this self-aware and very funny ad from Mother London, which boldly declares that flash “sucks”. 

The spot brilliantly utilises UGC and archive imagery, sourced by STALKR London, to playfully explore the downside of flash photography. Blown-out, blurry and red eye: we see photographs that will be all-too-familiar those of us who have ever tried to take a photo in low-light conditions. 

The solution? Light Boost technology, so that even in the darkest environment your photos won’t be spoiled by the dreaded flash… because you won’t need it.