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Samsung Debuts “The Curve Changes Everything”
|By Business Wire
|May 19, 2014 10:29 AM EDT
Samsung Electronics America, Inc., a market leader and award-winning
innovator in consumer electronics, unveiled a new marketing campaign
highlighting its new Curved UHD TV. The campaign, “The
Curve Changes Everything,” kicked off last night, with a televised
commercial which aired during Sunday’s primetime programming including
““Mad Men” (AMC), “Women of SNL” (NBC), the season finale of “Family
Guy” (FOX) and more.
To communicate the immersive entertainment experience of Samsung’s
Curved UHD TVs, Samsung collaged memorable moments from film,
television, and the Internet to tell a visual story that depicts the
emotion, wonder and excitement that viewers experience when watching
their favorite content on a Samsung Curved TV. Whether watching a movie,
cheering a favorite sports team, or sharing a favorite YouTube clip, a
Samsung Curved UHD TV makes that experience better.
“For the past eight years, Samsung has continued to bring the best, most
innovative and well-designed TVs to the market for consumers,” said
Peggy Ang, Vice President of Marketing Communications at Samsung
Electronics America. “With every change in TV technology, there has been
a dramatic reshaping of the TVs themselves. With the introduction of the
Samsung Curved UHD TV, Samsung is leading the way in TV innovation and
we are excited to launch this exciting new campaign showcasing the
beauty and benefit of the curve.”
Director Rian Johnson (Looper, Brick, Breaking Bad) and Oscar
winning cinematographer Claudio Miranda (Life of Pi, The Curious Case
of Benjamin Button) used iconic scenes from Back to the Future,
Jurassic Park, Trouble with the Curve, The Wizard of Oz, Gravity and
other iconic content to stitch together notable quotes showcasing the
stunning effect of the curve.
“The Samsung Curved TV is just a beautiful object,” said Director Rian
Johnson. “Beyond the quality of the picture, the industrial design of
the TV – with its subtle curve – is really stunning when you see it up
close in person. We were tasked with finding ways to show off the curve,
but you really just need to point a camera at the TV and it pops off the
screen. It was a pleasure to shoot."
Following Sunday’s airing, the ads will run nationally on major
networks, cable and online. In addition to the TV spots, the campaign
will also include print, digital and out-of-home (OOH) components that
will feature the curve in new and innovative ways. Beginning in June,
Samsung will bring the curve to life on billboards with a striking
version of the Samsung Curved UHD TV. These billboards, which will be
displayed in New York and Los Angeles, will showcase Samsung’s Curved
UHD TVs as truly the next big thing in TV entertainment.
Samsung Curved UHD TVs are now available at retail, including the
flagship HU9000 series. With four times the resolution of full HD, these
TVs provide unsurpassed picture quality. The curved screen gives, videos
a presence not felt on flat screens , and a wider field of view that
draws viewers in like no TV has done before.
To view “The Curve Changes Everything” (60 second) spot, visit http://smsn.us/TheCurve.
About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc.
(SEA), is a recognized innovation leader in consumer electronics design
and technology. A wholly owned subsidiary of Samsung Electronics Co.,
Ltd., SEA delivers a broad range of digital consumer electronics, IT and
home appliance products. Samsung is the market leader for HDTVs in the
U.S. and America’s fastest growing home appliance brand. To discover
more, please visit www.samsung.com.
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening
new possibilities for people everywhere. Through relentless innovation
and discovery, we are transforming the worlds of TVs, smartphones,
tablets, PCs, cameras, home appliances, printers, LTE systems, medical
devices, semiconductors and LED solutions. We employ 286,000 people
across 80 countries with annual sales of US$216.7 billion.
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