Samsung unveils new ‘Another World Awaits You’ campaign for SUHD TVs via Leo Burnett Sydney

To launch a new campaign for its SUHD TV range, Samsung Electronics Australia has released a striking TV commercial via Leo Burnett Sydney, that uses an array of diverse characters to demonstrate the immersive power of SUHD TV.

The ‘Another World Awaits You’ TVC will feature across national TV, subscription TV, cinema and digital locations until the end of November 2015. The creative, which includes 30 and 60 second cuts, casts the viewer in various leading roles – representing different forms of entertainment – with appearances from Vikings, soldiers, astronauts and other characters, to bring his viewing experience to life.

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Says Philip Newton, vice president, chief marketing officer, Samsung Electronics Australia: “Using advanced proprietary nano-crystal technology, Samsung’s SUHD TV range pushes the limits of innovation in picture quality, providing an exceptional viewing experience with unrivaled contrast, colour, and brightness. Our new TVC plays to the notion that our SUHD TVs are so immersive that viewers feel like they’re part of the story. We’re very happy to see this brought to life in ‘Another World Awaits You’.”

Says Grant McAloon, executive creative director, Leo Burnett Sydney: “The default option for this sort of brief would be to go for over the top visuals backed up by crazy amounts of CGI. We wanted to counter that and simply play with the idea that great image quality helps entertainment do what it does best: make you feel like you’re part of the action.”

Says Vince Lagana, executive creative director, Leo Burnett Sydney: “Thankfully, Samsung gave us the freedom to push the creative. So when Steve Rogers jumped on board, we felt sure the end result would be wildly different for the category. Given we ended up with an ogre doing burnouts in a muscle car, I think we got there.”

CREATIVE AGENCY – Leo Burnett Sydney

MEDIA AGENCY – Starcom