Creativity

Samsung: King of TV City

Roman Gavras and Adam Berg direct set of beautifully produced spots

Published on Mar 28, 2013

Editor's Pick

Samsung takes a break from the phones for a while to focus on its Smart televisions, with a new global campaign by Chi & Partners that is pretty breathtaking. In the first one, directed by Roman Gavras, TV content gloriously stampedes along on a beach -- from Roman soldiers to cheerleaders with pom-poms, the procession travels along to the protagonist, who controls it with a simple gesture -- the swiping motion unique to Samsung's phones as well as its televisions.

A second commercial, directed by Adam Berg at Stink, features a deserted city replete with movie references, from the Lion King to War of the Worlds, with the hero controlling each and every one. You can't help but compare the second spot to Blackberry's lacklustre showing at the Super Bowl this year, which had a man strolling through a city doing some pretty awesome things. Except, as it turned out, those were all things that phone couldn't do.

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Credits

Date
Mar 28, 2013
Agency:
CHI & Partners
Client:
Samsung
Creative Director:
Jonathan Burley
Art Director:
Alexei Berwitz
Copywriter:
Rob Webster
Agency Producer:
Alex Nicholson
Production Company:
Stink
Director:
Adam Berg
Executive Producer:
Blake Powell
Director of Photography:
Mattias Montero
Director of Photography:
Benoit Debie
Visual Effects:
MPC-LA
Visual Effects Producer:
Chris Allen
Visual Effects Supervisor:
Franck Lambertz
Grade:
Mark Gethin
Audio Post:
Jungle Studios
Editor:
Paul Hardcastle

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