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Samsung has launched a cinema ad to promote its new S9C OLED smart TV. The spot, created by Cheil UK, promotes the enhanced picture quality of the 65-inch screen with flying "pixels" that merge to form high-definition images of wildlife, including lizards, tarantulas and fish. It was filmed in Ecuador and will run in cinemas until late November. The work was created by Simon Friedberg and directed by Bruno Aveillan through Quad. Post-production was by Digital District.