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When classic paintings begin disappearing from their frames, art lovers and museum-goers are sent into a frenzy.

The mystery is solved when the scene switches to a man on his sofa, who is seen scrolling through a collection of artworks on his Samsung television to choose which one to display in his living room. A feature of Samsung’s Frame TV allows it to show art when it isn’t playing programmes. The ad was created by Brad Wolfe and Daniel Bailey, and directed by Gary Freedman through Independent Films.