One man’s bad-tempered cat takes him on an odyssey of developing legendary minutes simply to get the feline to state “wow,” as innovation giant Samsung promotes the launch of its latest flagship television.
To show that the image quality of its Neo QLED 8K TELEVISION has the “wow” aspect, the 90-second movie follows a man whose cat, Bebo, exclaims in awe when it sees a parrot. He then starts a number of aesthetically sensational experiences to attempt to make the feline state it once again.
Created by BBH Singapore, the movie sees the owner drop numerous vibrant balls of wool, put on a fit of infrared lights to dance for his cat and other efforts to impress Bebo—however absolutely nothing works up until he switches on his brand-new Samsung TELEVISION, that makes the hairs on the moggy’s body stand on end. It cannot help however repeat “wow” then.
The movie was developed with production business Immigrant Studio and directed by Rodrigo Saavedra. It took the voice stars 30 requires to land the right “wow” that would be both credible and amusing at the very same time.
Hyun Min Chun, head of IMC at Samsung Electronics, said in a declaration: “The Neo QLED 8K sells itself. All you have to do is experience it. This sheer confidence in our innovation became our communication strategy. If the world’s toughest critic can’t help but be impressed by the experience, so will our customers.”
The campaign started on April 3 with a rollout throughout the U.S., U.K., Brazil, India, Mexico, Australia, Italy and Singapore. The longer variation will run in collaboration with Disney+ throughout television, social networks and out of home.
Sascha Kuntze, primary innovative officer at BBH Singapore, included: “In the past, Samsung has had many animal guests in their ads, from ostriches to spiders. But we never dared to put one of the most discerning animals in a story: an exotic shorthair with very high standards.”
CREDITS
Agency: BBH Singapore
Chief innovative officer: Sascha Kuntze
Creative director: Charlene Chua
Creative director and head of art: Gaston Soto
Senior art director: Nico Tangara
Senior art director: Amos Mak
Copywriter: Judy Au
Pitch creatives: Xander Lee, Ishan Venkat, Michael Chin
Head of production: Wendi Chong
Head of business: David Anson
Business director: Jasmine Portman
Associate account director: Seraphyn See
Head of method: Chris Chalk
Strategy director: Ruth Lim
Social professionals: Rebekah Anthony, Kristal Lee
Motion graphics art director and material developer: Allan Yeo
