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.
https://www.youtube.com/watch?v=NVcHEo4U-To
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.
Credits:
CREATIVE AGENCY – Leo Burnett Sydney
DIRECTOR – STEVE ROGERS (REVOLVER)
MEDIA AGENCY – Starcom
MUSIC – Song Zu
PHOTOGRAPHER – Andreas Smetana
PROSTHETICS – Odd Studio
That Ogre was clearly doing circle work rather than burnouts.
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Kinda fascinating to reflect on what the concept says (or doesn’t say) about the modern experience of television.
I think more and more of us are embracing content on demand because it allows us to consume content at a far deeper and more committed level. So we binge watch TV shows as we used to read novels…in one long gulp over a handful of days..and we don’t tend to commit to another intense piece of content until that one is done. In turn, the nature of content is changing…becoming deeper, richer and denser…the Wire/True Detective/etc phenomenon, if you like.
So what I struggle with here is how a celebration of what appears to attention-deficit channel-hopping (the 20th Century TV-viewing paradigm) really sells the true promise and purpose of investing a fortune in a great screen in today’s content landscape. Maybe I’m overthinking it…
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