The 12-month partnership will include Cole featuring in an advertising campaign and on all point-of-sale material to promote the new NV range of digital cameras. Cheil Communications will work on developing the creative for the launch on October 2. It includes press, outdoor, online and in-store activity.
The Liverpool-born footballer has already forged a relationship with the brand, having appeared in an ad for Samsung phones in June. The ad, created by Leo Burnett, featured his Chelsea teammates winding Cole up using the phone's video function, making him think he was late for a game.
Rob King, commercial director of Samsung Camera, said: "Joe Cole is a gifted player with a hugely promising career ahead of him who represents brilliantly the dynamism behind the NV range.
"We are positive this partnership will be recognised by consumers as a natural link between a talented sports star and a quality photographic brand."
The new Samsung NV range includes the NV7 OPS, NV10 and NV3 and was developed following a two-year consumer study to gain insight into the lifestyle and needs of consumers and their picture-taking interests.
Initiative Media is retained as Samsung Camera's media agency.
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