The "Modern Masterpieces" campaign showcases Samsung's home appliances by reinterpreting famous statues and placing them around London landmarks this week.
Michelangelo’s David has been recreated wearing briefs, with a shirt flung over his back, as he takes charge of the weekly wash while Rodin’s The Thinker poses, deep in contemplation, at a washing machine.
The activation, devised by PR agency Taylor Herring, aims to showcase Samsung’s commitment to creating quality, long-lasting home appliances while shining a spotlight on its most evolved washing machine, the QuickDrive.
"Domestic David" and "The Clean Thinker" will be installed at high-footfall locations around the capital, including King's Cross, Russell Square and Battersea Park as part of a campaign that will run across out-of-home, press, digital, mobile and social media.
The creative will launch via a full screen takeover at Piccadilly Circus in central London.