Brief Explanation

This epic TV spot promotes the new Samsung Smart TV, a television that recommends content for the viewer and can be controlled with gesture and voice. The commercial features a spectacular, headlong stampede of extreme characters from TV and film – Roman Centurions and cheerleaders, cop cars and SWAT helicopters, Maori warriors and WW2 soldiers, Marie Antoinette and a whip-wielding albino minotaur in a chariot… The stampede races towards a man in an armchair, who calmly pauses the charge with a simple gesture to demonstrate ‘Smart Recommendation from Samsung.’

Creative Execution

This epic TV spot promotes the new Samsung Smart TV, a television that recommends content for the viewer and can be controlled with gesture and voice. The commercial features a spectacular, headlong stampede of extreme characters from TV and film – Roman Centurions and cheerleaders, cop cars and SWAT helicopters, Maori warriors and WW2 soldiers, Marie Antoinette, even a whip-wielding albino minotaur in a chariot. The montage nature of the commercial, the constant switching between hectic fast-cuts and beautiful slowmotion, meant that a huge variety of genres of music worked against the edit, from elegant classical to frenetic hip-hop. After searching through hundreds of different tracks, the genre-crossing ‘Run’ from newly-signed band Kill It Kid hit just the right tone for the TV spot – modern and edgy without being gimmicky, energetic without overwhelming the action, intense without being portentous.