CHI's Chaotic Spots for Samsung

Samsung are launching a new global campaign to promote their latest Smart TV, with Smart Recommendation and advanced voice / gesture control. 

 

CHI have produced two TV spots which will both run globally highlighting different features of the new 2013 Samsung Smart TV.

 

'Charge'

 

 

‘Charge’ by CHI&Partners demonstrates the new state-of-the-art Smart Recommendation technology.

 

Created by Neil Clarke and Jay Phillips, and directed by Somesuch&co’s award-winning promo director Romain Gavras, the epic 90” spot features a spectacular, headlong stampede of TV content. Roman Centurions and cheerleaders, police cars and helicopters, Maori Warriors and American footballers - even a whip-wielding albino Minotaur in a chariot.

 

The commercial ends with the stampede racing towards a man sitting on an armchair, who calmly controls the content with a hand gesture. The camera pans round to reveal that he is watching a Samsung Smart TV.

 

The music on the commercial is ‘Run’, by Kill it Kid.

 

'King of TV City'

 

 

More than just another platform for your social content, ‘King of TV City’ by CHI&Partners positions the product as “A new way to control TV”.

 

Created by Alexei Berwitz and Rob Webster, and directed by Stink’s Adam Berg, this blockbuster 90” spot is set in an eerie, deserted city.  It features a lone hero encountering an array of amazing TV content, from a herd of stampeding wildebeest, to a rampaging Tyrannosaur, and a horde of invading aliens.   As the epic events unfold, our hero calmly controls the world around him, using just his hands and voice.  The ad ends with our hero “pausing” a giant fireball, seconds before it engulfs him.  As we pull back, we reveal him watching a Smart TV in his lounge.  The commercial is set to “Adagio in D Minor", a stirring, anthemic piece by Hollywood composer John Murphy.

 

Jonathan Burley, CHI&Partners’ Executive Creative Director said, “Romain Gavras and Adam Berg have delivered cinematically breath-taking TV spots that are truly worthy of the product they promote. They prove, beyond any doubt whatsoever, that global advertising can be creatively extraordinary.”

 

In the coming weeks, Samsung will roll out the campaign over TV, outdoor, press and online. 

 

Credits 

 

CHARGE:

 

Project name: Charge

Client: Samsung

Creative agency: CHI & Partners

Creative Director: Jonathan Burley/ Rick Brim

Art Director: Jay Phillips

Copywriter: Neil Clarke

Planners: Anthony Cox and Oli Egan

Agency Producer: Caroline Angell

Account Handlers: Christian Hinchcliffe and Ryan Colet

Media Agency: Starcom

Media Planner: Erica Chen

Director: Romain Gavras

Production Company: Somesuch&co

Production Company Executive Producer: Tim Nash

Production Company Producer: Nick Goldsmith

DOP: Benoit Debie

VFX: MPC

VFX Producer: Ian Luxford 

VFX Supervisor: Rob Walker

Grade: Aline Sinquin 

Audio Post Production: Sam Ashwell @ 750mph

Editor: Jono Griffith @ Hagon 

 

KING OF TV CITY:

 

Project name: King of TV City

Client: Samsung

Creative agency: CHI & Partners

Executive Creative Director: Jonathan Burley

Art Director: Alexei Berwitz

Copywriter: Rob Webster

Planners: Anthony Cox and Oli Egan

Agency Producer: Alex Nicholson

Account Handlers: Christian Hinchcliffe and Ana Saffer

Media Agency: Starcom

Media Planner: Erica Chen

Director: Adam Berg

Production Company: Stink

Production Company Executive Producer: Blake Powell

Production Company Producer: Ben Croker

Production Company Manager: Christabelle Stone

DOP: Mattias Montero

VFX: MPC

VFX Producer: Chris Allen

VFX Supervisor: Franck Lambertz   

Grade: Mark Gethin 

Audio Post Production: Jungle Studios

Editor: Paul Hardcastle (Trim)