Once upon a time in 2013, I saw that Microsoft was committed to being "One Microsoft."
There had, apparently, been several. But now everyone has buried the hatchets and done their kumbayas.
I fear that Samsung might have thought this was such a good idea that it seeped subliminally into its collective brain.
Can it be that there is only one infinite way to tell everyone that your company is one, not two or four?
During Sunday's Oscars telecast, Samsung will launch the campaign. It will enjoy not one, but five minutes of airtime. Which hopefully will be more than certain gushing Oscar winners.
The ad at the core of Samsung's offering carries a new phrase all of its own: "You Need To See This."
You really do need to see this One Samsung with many, many fine devices. Like its excellent phones and its very smart watches, which too many people haven't been smart enough to buy yet.
Here are shiny, happy, busy likable people finding all sorts of uses for Samsung devices, not one of them being spying. Well, maybe one.
It's all very palatable, in a rom-com kind of way.
And in a nod to the Oscars, here we see a possibly famous actress walking the red carpet, but needing, wanting to film the crowd for her friend. With her Samsung.
"From big to small, the most incredible things happen on a Samsung," promises the voice.
Samsung said in a press release that the ad is meant to celebrate life's moments (wait, isn't that an Apple-y kind of phrase?) with an overarching thought that many associate with Microsoft.
There aren't any new ideas. There are just new spins on old hits (and misses).