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Cheil UK Launches First-Ever UK Christmas Effort for Samsung

Cheil UK has launched the first-ever UK Christmas campaign for Samsung, with two 30-second broadcast spots entitled “Christmas Round Ours” and “All Wrapped Up Early.”

Both spots employ a sentimental mood, celebrating the holiday. In “Christmas Round Ours,” the voiceover celebrates Christmas as the holiday where “You gather round turkeys, and ducks…or you’re glued to the box, and you wouldn’t miss it for the world,” over footage of families gathered together for the holiday. “All Wrapped Up Early” takes a similar approach, as a couple watches footage of their daughter at a holiday recital, ending by positioning Samsung as helping you handle the stresses of the season and getting everything “wrapped up early.” Both ads channel the kind of warmth typical of UK Christmas advertising while positioning Samsung as helping to keep everything together during the holidays, whether it’s getting your shopping done or video chatting with distant relatives.

Both ads go live via social media today with “All Wrapped Up Early” making its broadcast premiere tomorrow during ITV’s “I’m a Celebrity: Get Me Out of Here,” while “Christmas Round Ours” will debut on Monday.

“Samsung’s first Christmas campaign was an exciting opportunity,” said Logan Wilmont, executive creative director at Cheil UK. “It allowed us to show how Samsung’s technologies are part of the very fabric of Christmas in Britain today. Whether it’s TV’s or tablets, smart phones or smart watches, they are as much as part of the British Christmas as mince pies and Morecombe and Wise.” Read more

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Samsung’s ‘The Match’ Finally Reaches Its Conclusion

Cheil Worldwide teamed up with production company Psyop for the six minute conclusion to Samsung’s ambitious sci-fi soccer epic, “The Match.” The first episode in the series launched all the way back in November.

“The Match Part 2″ picks up with Earth’s Galaxy 11 team trailing 3-1 at the half, and in need of some serious rallying to defeat the alien team. Of course, it’s hardly a spoiler to give away that the team is up to the task. Samsung wasn’t about to end its month long campaign with an alien apocalypse, as that would hardly help them move product. For those who have been following all along, it’s the ending they were waiting for. While Samsung’s timing is a little questionable — “The Match Part 2″ was released just two days ago as a coda to the World Cup, while “The Match Part 1″ made its debut with the opening of the tournament — it has still seemed to find its audience, with over four million views in two days. We’ve included “The Match Part 1″ as a refresher after the jump. Read more

Cheil Worldwide’s ‘Another Me’ True Story for Samsung Proves a Success

L.A. resident Samantha Futerman and Parisian Anais Bordier are identical twins separated at birth who found each other through a chance encounter on social media.

Last month, Cheil debuted a campaign for Samsung telling the twins’ true story, promoting the Gear 2, Gear Fit and Galaxy in a 1:30 teaser and 3:00 documentary. The teaser utilizes a split-screen to tell Sam and Anais’ stories separately, before they inevitably reunite on one screen at the spots’ conclusion. As part of the campaign, Cheil and Samsung also created an app that allows users to view two different mobile teasers, one from Anais’ perspective, the other from Samantha’s. By syncing with someone else’s phone, users could then view the full teaser on both devices side-by-side. People could also create their own split-screen movies to “celebrate togetherness.” The idea behind the campaign was that like Sam and Anais the Gear and the Galaxy are “always in sync, natural extensions of one another.” Cheil’s telling of Sam and Anais’ story resonated, with the spot chalking up 1.5 million views in its first 10 days and a 96% approval rating on YouTube. Cheil also decided to submit the project to the Cannes Advertising Festival. You can view the original teaser above, and stick around for the case study and 3:00 documentary, along with credits, after the jump. Read more