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King of TV City

Client: Samsung Electronics
Brand: Samsung Smart TV

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 D Minor” a stirring, anthemic piece by Hollywood composer John Murphy.

Jonathan Burley, CHI&Partner’s 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.

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