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Samsung celebrates a universal truth about giving in its holiday ad, the first global campaign by Adam & Eve/DDB since the agency won the business last year.

The 60-second spot features a friendly and diligent concierge in an apartment block where the diverse residents are preparing for Diwali, Hanukkah, Christmas and Chinese New Year. At the end of the film they come together to give a gift to the man who has looked out for them all along. It is set to the Ella Fitzgerald song Give a Little, Get a Little, and directed by Gary Freedman through Independent.