This advert is promoting the Samsung GALAXY camera. Although the product itself is shown a couple of times, the entire video is shot using the actual camera. The interactive experiment template is thus employed (Goldenberg, Mazurksy, & Solomon, 1999). In this way, the purpose of this advert is to illustrate the detail and quality with which the vibrant environments and special moments can be captured. This allows the viewer to experience the product since the essence of this advert is that the viewer is in the position of the person recording the video. Therefore, this advert is an example of the imaginary experiment version, because the viewer is not directly engaging with the product itself.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads.Marketing Science, 18, 333-351.