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CHI's Chaotic Spots for Samsung



'Charge' & 'King of TV City' promote latest smart TV

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’ 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. 
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 Producer: Ian Luxford 
VFX Supervisor: Rob Walker
Grade: Aline Sinquin 
Audio Post Production: Sam Ashwell @ 750mph
Editor: Jono Griffith @ Hagon 
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 Producer: Chris Allen
VFX Supervisor: Franck Lambertz   
Grade: Mark Gethin 
Audio Post Production: Jungle Studios
Editor: Paul Hardcastle (Trim)
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The&Partnership, Thu, 28 Mar 2013 13:54:02 GMT