The campaign, created by Beattie McGuiness Bungay, will appear in the press and be backed by digital, retail and PR activity.
Out of home activity including digital escalator panels in London Underground stations will follow from 16 November.
The ads are themed under the motto “nine hours of freedom”, which celebrates the nine-hour battery life of the new models. The ad includes an illustration of a hot air balloon over rolling open fields that seeks to depict the concept of freedom.
Mikah Martin-Cruz, marketing director of Samsung Electronics UK & Ireland, says: “To secure brand preference and market share leadership in the ‘thin and light’ notebook market, it’s key that our campaign activity connects and engages with consumers lifestyles.”