The brand focuses on creativity for its enticing depiction of the new technology rather than comparing itself to competitors.
Whereas Samsung Mobile’s marketing strategy seems to be focused on comparing itself to its competitors, their TV division is going in another direction by concentrating more on the creative. ‘Charge’ is an enticing depiction of Smart TVs that tries to encourage the audience to become early adopters.
The TV advert, directed by Romain Gavras through Somesuch & Co, is part of a global compaign by CHI & Partners to promote Samsung’s new range of Smart TVs with voice and gesture control. It features lots of different groups of people, including American footballers, police, cheerleaders, Roman centurions, dinosaurs, and bikers, charging across a beach.
They reach a man sitting in an armchair, who holds up his hand to pause them. We then see that he is sitting at home watching his Samsung TV, which he can control using hand gestures. You can watch the TV spot below: