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Posts Tagged ‘Teresa Wakabayashi’

Cheil Shifts Focus from Celebs to Schoolchildren in Latest Samsung Galaxy Note Clip

Now that we’ve witnessed James Franco’s send-up of himself and David Beckham doing a rather nifty homage to Beethoven all for the sake of promoting the Samsung Galaxy Note, Cheil USA is taking a more serious approach to promote the brand and its tablet device. In this latest web film, agency and client join forces with New York-based design studio Institute of Play to show how the Galaxy Note 10.1 can be applied as an educational tool for the youth of today via features such as the  S-Pen, the Kno App, the S-Note Productivity Tools and Knowledge Search and Quick Note. As you’ll see above, the end result is better learning through gaming.

Cheil USA CCO Lars Bastholm explains, “Samsung asked us to identify an interesting partner in the learning space to showcase the Galaxy Note 10.1′s versatility. We knew the Institute of Play was the right match – the Institute of Play is reinventing the world of education through gaming, and Samsung is reinventing what’s possible in the world using technology.” Your move, Franco. Credits after the jump.

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James Franco Multitasks, Is a Condescending Prick About it For the Samsung Galaxy Note

Not since Spider-Man 3 has James Franco come off as so unlikable (Kiran tells me he was the exact opposite in Rise of the Planet of the Apes). Generally, having a celeb brag about his accomplishments without a hint of irony doesn’t exactly go over too well in advertising.

We get it: Franco has a beautiful house, is able to make tons of money from a variety of sources, has four attractive young women hanging out in his house at all times, and can tell mathematicians they’re wrong and buy their love by giving them blazers. But, does he have to be such a conceited ass about it? Is agency Cheil USA trying to market the Samsung Galaxy Note to the annoying pretentious crowd? Sure, I guess an iPad will make you look like a conformist, albeit a hip one. But, is saying the Samsung Galaxy Note will turn you into a smug celeb that much more of a draw?

The thing is, even when Franco is called upon to play a prick, he has the talent to do so without sacrificing his charm and remaining tongue-in-cheek (see teen rom-com Whatever it Takes for proof). I don’t know if it’s the writing or what, but this spot just makes want to punch him in his pretty little face. Of course, that’s how I react to most people who talk incessantly about their ability to multitask. Credits after the jump.

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Beckham Recreates Beethoven for Samsung Galaxy Note

After just setting Burger King staffers’ hearts aflutter, David Beckham continues his advertising tear with a far more active spot from Cheil USA for the Samsung Galaxy Note. Directed by Tool’s Jason Zada, the commendable clip features Becks reinterpreting Beethoven’s “Ode to Joy” the best way he knows how. Of course, we imagine there was some decent amount of editing involved, but it’s nice to see that the soccer star still has it in him.

The Samsung spot also marks Lars Bastholm‘s first work as CCO at Cheil USA, which he of course joined towards the end of last year. As for Beckham, one would think that being a player for the L.A. Galaxy would have something to with his appearance in a Samsung Galaxy spot, but the athlete and brand are both in fact heavily involved in the London Olympics, with Beckham serving as an ambassador and Samsung serving as sponsor for the 2012 festivities. So, you see, it all makes sense now. Credits after the jump.

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