Smart ad: Samsung promotion takes charge

International – Samsung’s new advert, designed to demonstrate its smart tv recommendation technology, takes an unusual approach by including an array of costumed characters.

Companies are turning to new behaviours and to platforms that replace traditional linear media, leading to a growing trend whereby consumers are the controllers, rather than the brand, as reported in our TransmediaFutures.

The ad, Charge, features a wide range of characters, from gladiators and New York City police officers, to cheerleaders and cowboys. All are shown running across a beach as if in battle, while a viewer sits in a chair on the beach pausing the action with his hands.

Directed by Romain Gavras, the ad intends to convey the varied viewing content available through Samsung’s smart tv, represented by the costumed characters. The bold and dramatic footage fits well with the exciting and epic drama that can be viewed via the smart tv. Samsung’s tv requires only simple gestures to control apps and signature services, and voice recognition to play entertainment. In the ad, the viewer in the chair shows how the smart recommendation technology is used.