Right, let's get one thing straight. Ad Nut prefers trees to TVs. Sunshine to screens. The thrill of the chase to… channel surfing. You catch Ad Nut's drift. But even this nature-loving creature can appreciate a shiny new gadget, and this Samsung Vision AI TV… well, it's quite something.
Cheil Worldwide, Samsung's creative arm, claims it's a "new era of viewing." Humans and hyperbole, a tale as old as time. They've teamed up with director Samir Mallal to whip up a predictably slick film showcasing this AI-powered gogglebox. It's a TV ad, so naturally, the features are the hero: time-tunnel visuals, smooth transitions, real-time translation, one-tap subtitles, AI upscaling, sound fine-tuning – the whole shebang. It's a dizzying trip from the grainy dark ages of black-and-white to the oh-so-impressive high-def present.
But here's the deal: while the product features are undeniably neat – especially the real-time translation (a godsend for Ad Nut perpetually bewildered by human babble) – the film itself, despite its polish and slickness, feels… plain. From a creative powerhouse like Cheil, Ad Nut expects more than just a flashy demo reel. Give Ad Nut a story, some heart, a reason to care beyond the pixels on the screen.
Credits
Campaign Title: Experience Samsung Vision AI
Client: Samsung Electronics: Joseph Park, Won-jong Kim, Tony Ha, Soomin Jo, Seongyeon Kwon, Hyewon Lee, Min Kim
Creative Agency: Cheil Korea
Global Executive Creative Director: Tal Shub
Art Director: Babo Schokker, Hongkyu Choi, Woohyun Lim, Jose Maria Neves
Copywriter: Josh Doyle, Drew Botcherby
Account Director: Euiyoung Kim
Account Manager: Rachel Koo, Hyunsoo Ra, Eyoung Kwon
Head of Global Planning: Eldad Heilweil
Planner: Lillian Min
Agency Producer: Kyumhoi Koo
Production Company: Creators Inc.
Director: Samir Mallal
DoP: Sebastian Wintrø
Editor: Neil Smith, Work Editorial
Additional Edit: Gust N Gale
Colour: SUBMARINE9