The three-and-a-half-week TV campaign will be supplemented by print, digital and retail, and was developed by CHI & Partners, with media buying and planning by Starcom.
Ads will invite consumers to 'Take the journey to Smart TV', with the TV ad set on a train.
Digital activity will run across Blinkbox, Skype and LoveFilm.
Samsung last week struck deals with both Channel Five for an on-demand app, and Dreamworks to stream free 3D films.
Guy Kinnell, marketing director for TV at Samsung UK, said internet television would change the world of TV, as smartphones were changing the mobile phone industry.
The new models can "predict what you want to watch and also to share special moments and events with your family and friends", according to Samsung.
Two weeks ago, Samsung signed David Beckham to front activity around the 2012 Olympic Games.
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