Samsung launches Jet with integrated campaign

Samsung Electronics is today (July 3) unveiling a £5m marketing campaign to support the launch of its latest smartphone, Jet.

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here