Mr Posh Spice may not have been picked for Great Britain's Olympic football team, but his face is still everywhere in the run up to London 2012. He kicks off the new global campaign for Samsung's Galaxy S III from Cheil Worldwide. The aim of the spot is to make London 2012 “Everyone’s Olympic Games”. It is set to air in over 20 countries, and the agency has opted for a visual rather than verbal approach in order to cross the language barrier.
This spot draws on the sense of excitement generated by the launch of the 2012 London Olympic Games and the Samsung Galaxy S III. It shows people all over the world waiting expectantly for the games to begin and then exploding into life when David Beckham launches the games using his Galaxy S III. Ordinary citizens can share the Olympic spirit as much as a professional athlete using the Galaxy S III.
David Beckham kicks a ball against a drum, signaling the beginning of the world’s biggest sporting event. Then virtually everybody – East and West, above ground and below - gets into the Olympics. The key message behind the campaign is that even those who don't have the tickets can enjoy the Games through Samsung Galaxy S III’s mobile technology anywhere, so the global IT giant invites everyone for the London Olympics. One can even share Beckham’s footage using S-Beam function, a nifty phone-to-phone wireless transfer.
The English footballer, who is also an Olympic ambassador, has already endorsed Samsung smartphones by his precise kicking and eventually, playing a drum-version of ‘Ode to Joy’. Click here to read more
Throughout the whole campaign, the mobile brand has based its Olympic marketing activity around an “Everyone's Olympic Games” theme. Cheil has visualized Samsung’s “humanized technology”, which understands our life needs and can tangibly be experienced in our daily lives.
“London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III’s opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone’s multi functions. More than just a sports spot, we aim to show how, more than ever before, it’s ‘everyone’s Olympic Games”, said Wain Choi, Global ECD of Cheil Worldwide.
“This will be the first truly 'social' Olympics. Second screens (even third screens) will fundamentally change the way people experience these games.
We wanted to use one of the most recognised sportsmen in the world (David Beckham) to invite the world to participate in these games as never before, through the incredible technology inside the Samsung Galaxy S3. Beckham literally 'kicks off' the excitement, hitting a huge gong with an amazing long range shot, as all the world looks on. He unleashes the excitement, and turns years of anticipation into active participation.” Added Logan Wilmont, ECD of Cheil UK.
ECD: Wain Choi, Logan Wilmont
Art Director/Copy writer: Dean Pinnington, Luke Ashton