Samsung turns to ‘an ogre doing burnouts in a muscle car’ for latest TV range push

A TV viewer takes the role of an astronaut, Viking, boxer and a soldier as well as an ogre in the latest instalment of Samsung’s ‘Another World Awaits’ campaign for its SUHD TV range.

It is the second spot in the campaign created by Leo Burnett Sydney, and opens on a man entering a room as an astronaut who sees a prisoner stood facing the corner, who when he turns around is revealed to be the same man, and moves on from there through numerous other characters, closing on the same man watching events unfolding on the TV in his living room.

Philip Newton, who took over as chief marketing officer from Arno Lenior earlier this year, said in a statement: “Our new TVC plays to the notion that our SUHD TVs are so immersive that viewers feel like they’re part of the story. We’re very happy to see this brought to life in ‘Another World Awaits You’.”

The spot was directed by Revolver’s Steve Rogers, and will air across free-to-air and pay-TV channels.

Grant McAloon, executive creative director of Leo Burnett Sydney said: “The default option for this sort of brief would be to go for over the top visuals backed up by crazy amounts of CGI. We wanted to counter that and simply play with the idea that great image quality helps entertainment do what it does best, make you feel like you’re part of the action.”

“Thankfully, Samsung gave us the freedom to push the creative. So when Steve Rogers jumped on board, we felt sure the end result would be wildly different for the category. Given we ended up with an ogre doing burnouts in a muscle car, I think we got there,” said Vince Lagana, the agency’s other executive creative director.


CREATIVE AGENCY – Leo Burnett Sydney



MUSIC – Song Zu

PHOTOGRAPHER – Andreas Smetana




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