Samsung's new ad puts AI to work so people don't have to

To mark the upcoming IFA 2025 trade show in Berlin, Samsung has rolled out a new spot to showcase its AI Home network. In a 60-second film set in a sprawling, palm-tree-lined villa, Samsung makes a convincing case for automating just about everything.  

Produced by its creative arm, Cheil, the campaign spotlights how Samsung’s AI Home can manage a household more effectively than a human ever can: automating laundry, setting mood lighting, and cleaning floors with a robot vacuum, which gives users the option to control these appliances from anywhere. 

The spot promises more time for life’s finer moments, how AI can make even mundane routines like the family dog’s turn to watch TV more meaningful. Sharply paced and tightly edited, the film delivers its key message that automation can be aspirational effectively.

“Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, global executive creative director at Cheil.

Won-Jin Lee, president and head of global marketing at Samsung Electronics, added: “With this campaign, we aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers. We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.” 

The film has gone viral, racking nearly 1.5 million views overnight. Samsung is known for commanding attention on social, where they’ve leveraged star power by featuring Korean gaming stars and K-pop icons like BTS this year, with these ads drawing between 40 and 50 million views on YouTube alone. 

The campaign spans OOH, TVC, and social.

CREDITS:

Creative Agency: Cheil
Client (Samsung Electronics): Yeji Kim, Misoo Choo, Hosun Ryu, Jongeun Lee
Global Executive Creative Director: Tal Shub
Art Director: Woohyun Lim, Jose Maria Neves
Copywriter: Drew Botcherby
Account Director: Euiyoung Kim
Account Manager: Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, Seohyeon Kim
Head of Global Planning: Eldad Heilweil
Agency Producer: Daniel Son
Media Planners: Global Media Strategy Team
Project Manager: Hyekyung Lee