5 months ago
Samsung is officially launching its college football partnership with ESPN via an integrated campaign created by adam&eveNYC, which positions the super-big Samsung QLED as the TV that was ‘made for football’.
adam&eveNYC’s campaign is part of an overarching ‘Passion Points’ strategy which demonstrates Samsung’s role in consumer’s passions by teaming up with credible partners and marketing the QLED TV in a way that matters to fans by authentically integrating the TV into their passion.
The 30-second ‘made for football’ film begins with a voiceover announcing that Samsung is bringing 4K to ESPN college football for the first time ever. It goes on to say that Samsung could have brought 4K detail to another sport – like billiards, bowling or the Spelling Bee, complete with footage of each event highlighting the incredible quality of the QLED’s picture – but that Samsung picked ‘the greatest game on earth’ instead.
The campaign launches with the full TV spot in the first 4K game of the season on ABC and ESPN on October 12th and is supported by 15-second cutdowns, five-second billboards, digital display and social activations. This campaign seeks to motivate fans to upgrade their experience of watching College Football at home, by providing total immersion and never before seen detail at home.
Check out the full TV spot below:
Other spots echo this sentiment with a running back who interrupts a kid’s show, a gameshow and a medical drama, before scoring a touch-down in a college football game.
This additional creative execution shows how the super big TV with stunning picture quality is great for watching other programs but is made for College Football.
Lead agency adam&eveNYC worked with Starcom on media planning, Edelman for social media and digital efforts on Samsung.com are by Sapient.
Executive Creative Director Daniel Bonder and David Brown, Executive Creative Directors at adam&eveDDBNYC, said, “College football fans are a different breed. So, we needed to speak to them in a different way. While the QLED is amazing for any genre (yes, even bad reality TV), we wanted to talk to these fans on their own terms and prove that the QLED is the only TV big enough for the biggest games of the year – especially now that they’re being shown in 4K.”
Brand: Consumer Electronics, QLED
Project name: QLED x ESPN Sports Passion Points Campaign
CCO: Jesse Coulter
VP of Marketing, Demand Generation: Grace Dolan
Director of Marketing, Demand Generation: Brian Choi
Brand Creative Marketing: Jinnie Kim, Director
Senior Marketing Manager: Chris Park
Marketing Manager: Nicole Murakami
Chief Creative Officer: Richard Brim
Executive Creative Directors: David Brown, Daniel Bonder
Associate Creative Directors: Marthon Pucci, Brian Caruso
Head of Design: Mitch Horton
Agency Head of Production: Victoria Bennett
Agency Producer: Jake Wanamaker
Group Strategy Director: Stuart Harrison
Comms Strategy Director: Lindsay Orosco
Managing Director: James Rowe
Group Account Directors: Lily Waters, Ashley Smith
Account Supervisor: Katie Briefel
Account Executive: Sophie Jacoel
Media agency: Starcom
Production company: MJZ
Executive Producer: Kate Leahy
Producer: Ben Scandrett-Smith
Director: Michael Spiccia
D.O.P: Steve Annis
Editorial: Rock Paper Scissors
Editor: Aaron Thompkins
Producer: Jenny Greenfield
Post Production: The Mill
Post Producer: Sophie Mitchell
VFX Supervisor: Kshitij Khanna
2D Artists: Jade Kim
Colorist: Michael Rossiter
Music Composition: Ring The Alarm
Producer: Dylan Marder
Audio Post Production: Wave Studios
Sound Design: Aaron Reynolds
Categories: Media and Entertainment, TV and Radioadam&eveDDB, 5 months ago