The average Briton spends 1,481 hours of their lifetime washing up or drying down. While many people could think of time better spent, Samsung created an hour-long film in honour of the humble washing cycle. The 66-minute slow commercial taps into the ‘slow movement’ by reminding people to take time to wind down and think about their day. We explore the insights behind the ad, and explain why some people want to take their time with the mundane.
Samsung's 66-minute-long advert features its QuickDrive washing machine and is set to premiere in Leicester Square in December 2017. It’s a single continuous shot of the appliance whirring through a family-sized wash – but rather than the rumbling of gears, soap, and water, its soundtrack is scored by British composer Michael Nyman, who is best known for his work on the 1993 Oscar-winning film The Piano. His involvement symbolises Samsung's ambitious attempt to marry art with everyday routine. "What better way to showcase the fastest washing machine we have ever made than to feature it in one of the slowest movies ever created?" says Mark Seaman, Samsung's head of domestic appliances in the UK and Ireland.
'Slow media' is growing in appeal, with more people tuning into the idea of slowing down and switching off. Given that the average human's attention span is just eight seconds long, brands and broadcasters such as BBC Four are encouraging people to put the brakes on, allowing them to "enjoy an experience in more detail and intimacy than television normally allows, and sit back and draw your own conclusions," says Cassian Harrison, a channel editor at the BBC. BBC Four's Go Slow series was a sleeper hit, with viewing figures peaking at 599,000 – way over the channel's average of 340,000.
The advert also plays on people’s need to be entertained at all times - when commuting, waiting in line, or even showering - with many people using unsophisticated mobile games or simply device-hopping to keep themselves continuously entertained. “After watching content on your smartphone during your commute, you can have a connecting experience [through] the likes of Netflix,” says James Lodge, director of mobile at ‘Fetch’ mobile agency, “You can come home and pick up where you left off on your mobile, but on your TV at home.” By turning laundry into a chore worthy of classical orchestration, Samsung reminds people to find beauty – not distraction – in the mundane.
Oriyan Prizant is a researcher at Canvas8, which specialises in behavioural insights and consumer research. He has a BA in law, which focused on people's perceptions of contract breaches, and cultivates an unhealthy interest in Korean pop music.
