Samsung recently introduced its 'Joy Plus' range of televisions. Cheil has conceptualised the launch campaign.
The film with the theme 'Like it? Keep it!' shows how the television offers users the chance of capturing pictures or only recording the sound. It opens with a shot of a cheetah chasing a zebra, but the latter disappears mysteriously during the chase. The next shot shows a young girl holding a picture of a zebra and showing it to her father (to show the screen capture feature in the television) and pastes it in a book. The father acknowledges this and is then shown changing the channel to a music video. Here, the dancers are halted abruptly as the sound comes to a sudden stop. The voice over says, 'Like the music? Keep the music', emphasising on the 'sound capture' feature in the television. The film ends with shots of the father and daughter shown dancing to the music that they have plugged in using a USB drive to their music system and the voice over introduces the new range of televisions.
Nima DT Namchu, chief creative officer, Cheil Worldwide SW Asia, said, “With ‘Like it? Keep it!’, we have been able to communicate the product feature and benefit very effectively without losing out on the intrigue and entertainment quotient. Besides balancing the product demo with engaging storytelling, sourcing just the right footage of the animals from different sources and making it all look like one seamless sequence (within a tight deadline) was quite a challenge. But our creative team and Razy (Ghai, director)came through.”
Kundan Joshee, head integrated services, Cheil Worldwide, SW Asia, said, “Samsung leads the category by innovation and consumers look up to a novel offering in every new launch. In Joy Plus, the product has the amazing never seen before features of screen andsound capture and the task was to bring them alive in a memorable, clutter breaking execution.”
Client: Samsung Electronics
Brand: Samsung Joy Plus TV
Agency: Cheil Worldwide SW Asia
Chief creative officer: Nima DT Namchu
Creative team: Navin Theeng, Kaushik Saha, Abhishek Chaswal, Debmalya Mitra, Anandita Das
Integrated services team: Kundan Joshee, Mohit Mishra, Vikas Negi, Amarpreet Singh, Arjun Puruthi
Production house: Asylum Films
Director: Razy Ghai
Producer: Anju Vaswani