Cheil launches Olympics campaign for Samsung

20 Jul,2012

By A Correspondent

 

Cheil Worldwide has produced a commercial for Samsung Electronics to mark the London 2012 Olympic Games. The commercials talk about how through Galaxy S III, the anticipation, excitement, and celebration of the Olympic Games are shared with everyone.

 

This spot draws on the sense of excitement generated by the launch of the 2012 London Olympic Games and the Samsung Galaxy S III. It shows people all over the world waiting expectantly for the games to begin and then exploding into life when David Beckham launches the games using his Galaxy S III. Ordinary citizens can share the Olympic spirit as much as a professional athlete using the Galaxy S III.

 

It embraces all races as an expression of humanity. David Beckham kicks a ball against a drum, signaling the beginning of the world’s biggest sporting event. Then virtually everybody, over the ground and under the ground, gets into the Olympics.

 

It is shown that even those who don’t have the tickets can enjoy the Games through Samsung Galaxy S III’s mobile technology anywhere, so the global IT giant invites everyone for the London Olympics. One can even share Beckham’s footage using S-Beam function, a nifty phone-to-phone wireless transfer.

 

The English footballer, who is also an Olympic ambassador, has already endorsed Samsung smartphones. Throughout the whole campaign, the mobile brand bases its Olympic marketing activity around an “Everyone’s Olympic Games” theme. Cheil has successfully visualized Samsung’s “humanized technology”, which understands our life needs and can tangibly be experienced in our daily lives.

 

“London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone’s multi-functions. More than just a sports spot, we aim to show how, more than ever before, it’s ‘everyone’s Olympic Games”, said Wain Choi, Global ECD of Cheil Worldwide.

 

“This will be the first truly ‘social’ Olympics. We wanted to use one of the most recognised sportsmen in the world (David Beckham) to invite the world to participate in these games as never before, through the incredible technology inside the Samsung Galaxy S3. Beckham literally ‘kicks off’ the excitement, hitting a huge gong with an amazing long range shot, as all the world looks on,” added Logan Wilmont, ECD of Cheil UK.

 

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