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.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in