The gift of love: A Dashain story by Samsung

Ah, family—a bond that transcends species. In the animal kingdom (much like in human life) the instinct to care for one’s loved ones is universal. Whether it’s birds meticulously building nests or squirrels diligently gathering food, parents naturally seek the best for their offspring, and in return, the young often strive to repay that care. It’s not merely a human trait to love one’s parents and wish to give back—it’s embedded in nature itself.

This very theme of family, love, and gratitude is what Samsung explores in its latest Dashain brand film, translated as "Daughter coming home for festival." Just like the festival Dussehra in India, Dashain in Nepal marks the victory of good over evil and is a time for family bonding, feasts and reflection.

It's a simple story, beautifully told: an elderly couple awaits their daughter's return for the festivities. Amidst the joy of reunion, the daughter notices her parents' aging appliances—the fridge on its last leg, the hand-washed clothes. Touched by their quiet struggles, she surprises them with new Samsung products. 

This simple act speaks volumes about Nepali culture, where parents, especially, hesitate to accept expensive gifts from their daughters. The ad deftly handles this nuance, highlighting the daughter's reassurance that Dashain is about mutual care. The appliances become symbols of love— #MayaKoUpahaar—a gift that eases burdens and expresses gratitude.

Maybe Ad Nut's shell is becoming easier and easier to crack, but this one certainly drew a tear from one cynical squirrel. While the film is clearly designed to evoke the sentimentality of the festive season, it resonates on a deeper level for many in the Asian diaspora, particularly those who recognise the weight of tradition and the quiet sacrifices parents make. Samsung’s film gently touches on this reality and shows how it's important to give back, especially when it comes to practical, everyday necessities.

The appeal of the ad lies in its restraint. There's no forced drama, no manufactured tears. The power comes from the quiet observation of a universal truth: sometimes, the most profound expressions of love involve a washing machine that actually works. It's a subtle reminder of how easily modern conveniences are taken for granted, a privilege not everyone enjoys.

The message is clear: in the end, it’s not just the thought that counts—sometimes it’s the appliance, too. Now, if you'll excuse Ad Nut, Ad Nut has some shopping to do. For mom, of course. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.