The eight-week TV element of the campaign airs from tonight (30 April) and will feature a stampede of Roman Centurions, American footballers, Maori Warriors, police cars and cheerleaders charging towards a man sitting in his armchair using the two product features to select his programme of choice.
The 60-second spot, which the brand describes as “epic”, is soundtracked by English band Kill it Kid’s “Run” and was created by CHI & Partners.
Other elements of the campaign include print, retail, PR and digital. Media planning and buying was handled by Starcom.
Guy Kinnell, head of TV and AV at Samsung UK and Ireland, says: “Our 2013 Smart TVs continue to push the boundaries of technology and we wanted a campaign that reflects this in the most exciting way possible. We feel this activity builds on our previously hugely successful Smart TV campaigns.”
Meanwhile, Samsung is also set to launch another sizeable marketing campaign for its latest hero smartphone, the Galaxy S4, this week. Kantar Media predicts Samsung will spend $150m (£97m) in advertising the S4 alone globally this year, compared with the $108m (£70m) spent by Apple on marketing the iPhone 5.