Built around the notion that “Impatience is a Virtue”, the campaign aims to celebrate impatience.
Created by Grey London, the TV ad opens with people “waiting their lives away” before changing pace and cutting to a group of people “living for the moment”, while the voiceover talks about the virtues of “impatience”.
The integrated campaign also includes cinema, press, poster, digital, retail, PR and below-the-line activity.
Samsung has moved to refocus its marketing strategy in a bid to gain more brand preference and loyalty.
Marketing director, Mikah Martin-Cruz, says it is “evolving its marketing into a brand-led consumer centric approach”.
Samsung Mobile recently appointed Grey as its lead global ad agency as part of major shake up of its roster, following a pitch.
The global electronics company also manufactures digital TVs, memory chips and Thin Film Transistor LCDs.