Samsung Electronics has unveiled a global print and TV ad campaign
to support its sponsorship of the 2002 Olympic winter games in Salt Lake
City, USA.
Developed by FCB, the print campaign combines visuals aimed at creating
a synergy between the power and grace of Olympic athletes and the speed
and style with which the Samsung A300 mobile handset is claimed to
enable communication. Each execution carries the tag line: "Designed to
Perform."
The TV campaign develops the theme further, with an action ski sequence
accompanied by a voiceover announcing that "power and beauty now live
together".
The ad opens with a skier commencing his run down a mountain with a
woman's eyes appearing in the background sky.
The images of the skier and the woman become more mixed as the spot
continues, culminating in the athlete skiing down what appears to be the
model's white hair while she gazes at her mobile phone.
The TV campaign was directed by Klaus Obermeyer, art direction was by
Jim Mochnsky and Luke Bailey wrote the spot. The production company was
Flying Tiger Films.
Media is being handled by Initiative.
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