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Samsung unveils £14 million marketing campaign to launch new Smart TV range

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2013 TVC campaign invites you to discover more of the TV you love

London, UK, 30th April 2013 - Samsung Electronics Co. UK Ltd, today revealed its new marketing campaign for its 2013 range of Smart TVs. The £14 million campaign which includes TV, Print, Retail, PR and Digital takes Samsung into new territory with the launch of an epic TVC.

The programme encourages UK viewers to 'discover more of the TV you love'. The TVC will debut in the UK from today with an eight week TV campaign including primetime spots in the first week across ITV1's Champions League Semi Final and crime drama series,Scott and Bailey plus Channel 4's 24 hours in A&E. Other programming includes Law and Order (C5), Celebrity Juice (ITV2), Grey's Anatomy (Sky Living) and Mad Men (Sky Atlantic).

The new Samsung TVC brings to life Samsung's unique S Recommendation technology which gives content recommendations in a spectacular 60" spot. Filmed on Bethells beach in New Zealand and directed by the acclaimed Romain Gavras, the TVC entitled ‘Charge'1 features an impressive stampede of TV content running throughout the advert to the single ‘Run' by English band ‘Kill it Kid'.

From Roman Centurions, cheerleaders, police cars and helicopters through to Maori Warriors and American footballers, the mass charge of dramatic TV content is seen racing towards a man sitting in an armchair using Smart Interaction and S Recommendationt echnology to select a programme of his choice.

Commenting on the launch campaign, Guy Kinnell, Head of TV and AV, Samsung Electronics UK & Ireland, said: "Our 2013 Smart TVs continue to push the boundaries of technology and we wanted a campaign that reflects this in the most exciting way possible. With Smart features such as S Recommendation award winning2 picture quality and an industry leading Smart TV platform, we're transforming the home entertainment experience with an even easier and intuitive way for our customers to search for content they want. We feel this activity builds on our previously hugely successful Smart TV campaigns and we believe it's never been a better time for our customers to discover more of the TV they love with Samsung Smart TV.''

1Samsung's ‘Charge' agency and production credits:

  • Creative agency: CHI & Partners
  • Executive Creative Director: Jonathan Burley
  • 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
  • Director: Romain Gavras
  • Production Company: Somesuch&co
  • Production Company Executive Producer: Tim Nash
  • DOP: Benoit Debie
  • Post Production Company: MPC
  • VFX Supervisor: Rob Walker
  • Audio Post Production: Sam Ashwell @ 750mph
  • Editor: Jono Griffith @ Hagon

2Samsung LED TVs received more awards than any other LED TVs during 2012

About Samsung Electronics Co., Ltd.              

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 236,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit