The TV commercial will break on ITV at half time during the Champion’s League semi-final on Wednesday (28 April), and contains a creative driven by UK marketing director, Mikah Martin-Cruz.
The £8m campaign will run across TV, print, out of home and online channels over a three-month period following on from a two week online and TV teaser campaign currently running.
The TV commercial, created by CHI & Partners, enables the viewer to see a city grind to a halt as giant collections of Samsung 3D televisions blur the boundaries of reality, twisting everyday scenes into the realms of fantasy and making the normal far larger than life.
A three-story high cat perches on the edge of a building, a whale dives in a lake and the city centre makes way for an aerial view of a majestic waterfall.
The advert was directed by top commercial director, Sam Brown using motion control technology to capture feelings of depth central to 3D LED TV. It took eight months of painstaking preparation and required 81 crew members, 1256 televisions and the astounded city of Buenos Aires, Argentina – areas of which ground to a halt on a regular basis to make way for filming.
Mikah Martin-Cruz, Samsung UK marketing director, says: “We’re thrilled with the campaign – it really captures the spirit of 3D TV and brings to life the amazing experience the technology can deliver. Creatively it’s a new direction for Samsung and one that’s close to my own heart. The launch of the first 3DTV in the UK is such a culturally significant event, we needed to do it justice with a visually exciting campaign that captures the audience’s imagination and feel we have done exactly that.”