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Samsung’s epic spot for its range of curved UHD TVs is set in ancient Rome and features a 350-strong cast. CHI & Partners created the 60-second TV ad, which opens on a packed coliseum. As gladiators file out of the gates, a father and son appear in the centre of the action. After a "thumbs down" from the watching emperor, the gladiators charge at the pair but, before they get too close, it is revealed that the man and boy are just watching the story unfold on a Samsung TV. The work was written by Micky Tudor, art directed by Monty Verdi and directed by Nathan Price through Park Pictures. Post-production was handled by MPC.