Samsung launches new global campaign for its smart TV technology via CHI&Partners, London

March 29 2013, 3:04 am | BY Lynchy | 4 Comments

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Screen shot 2013-03-29 at 7.22.00 AM.jpgSamsung has launched a global integrated campaign via CHI&Partners, London led by two powerful 90 second spots.

‘Charge’ is directed by Romain Gavras while ‘King of TV City’ is directed by Adam Berg. Both demonstrate the new state of the art Smart Recommendation technology.

The campaign which will roll out over TV, outdoor, press and online features a spectacular headlong stampede of TV content.

VIEW THE CHARGE SPOT

VIEW THE KING OF TV SPOT 

Screen shot 2013-03-29 at 7.19.43 AM.jpg‘Charge’ created by Neil Clarke and Jay Phillips, and directed by Somesuch&co’s award winning promo director Gavras shows Roman Centurions and cheerleaders, police cars and helicopters, Maoris Warriors and American footballers – even a whip-wiedling albino Minotaur in a chariot in an impressive stampede. 

The spot ends with the stampede racing towards a man sitting on an armchair, who calmly controls the content with a hand gesture. The camera pans round to reveal that he is watching a Samsung Smart TV. The commercial is set to the track ‘Run’ by Kill it Kid.

Screen shot 2013-03-29 at 7.26.46 AM.jpgThe ‘King of TV City’ spot positions the product as a new way to control TV. Created by Alexei Berwitz and Rob Webster, and directed by Stink’s Adam Berg, this 90 second spot is set in a deserted city. It features a lone hero encountering an array of amazing TV content, from a herd of stampeding wildebeest to a rampaging Tyrannosaur, and a horde of invading aliens. As the events unfold a man calmly controls the world around him, using his hands and voice. 

The spot ends with him pausing a giant fireball, seconds before it engulfs him. The camera pulls back to reveal him watching a Smart TV. The commercial is set to the music ‘Adagio in D Minor’ the anthemic piece by Hollywood composer John Murphy.

Says Jonathon Burley, CHI&Partners’ executive creative director: “Romain Gavras and Adam Berg have delivered cinematically breath-taking TV spots that are truly worthy of the produce they promoted. They prove, beyond any doubt whatsoever, that global advertising can be creatively extraordinary.”