Ad Nut
1 day ago

Samsung ushers in a new era of AI TV

Cheil rolls out a laundry list of features for the Samsung Vision AI; Ad Nut yearns for a little less jargon and a lot more heart.

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
 
Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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