Samsung launched 2017 global TV commercials : Samsung, along with marketing partners Leo Burnett and Turner Duckworth, began rolling out the 2017 brand and product TV campaign following the product launch of the premium Samsung Galaxy S8 series in late March. The Samsung 2017 TV promotion videos 'The New Normal' and 'Breaking Out' were released following the successful TV campaign of both 'The Ostrich' and 'This is a Phone' at Samsung’s 2017 Unpacked event which was held end March in New York. In addition to these short videos, Samsung Mobile Electronics is also rolling out a series of digital, social and out-of-home activations across the globe, such as 'Whale' and 'Astronaut.' The Samsung 2017 promotion videos from Leo Burnett and Turner Duckworth extends the philosophy of how Samsung’s premium products continue to defy conventional categories.
Samsung 2017 TV commercials
"Great brands have a purpose and a point of view about life. Samsung Electronics stops at nothing to create impossible technologies so that people can do impossible things," said Mark Tutssel, global chief creative officer of Leo Burnett Worldwide.
"The empowering message 'Do What You Cant', introduced during the 2016 Olympic Games, helped Samsung become one of the most visible brands during the Olympic Games. Now, this new TV campaign from Samsung continues to push the boundaries of emotional storytelling to connect with people in a powerful fashion. It’s a brand living its purpose."
2017 promotion videos
Set to The Beatles’ hit, 'Across the Universe,' 'The New Normal' video by Leo Burnett Chicago opens with a hospital delivery room scene as a father hovers over his newborn with a premium Samsung Mobile device. The first photo is captured, and shared, essentially connecting the child to the rest of the world.
The Samsung 2017 promotion video continues to tell a story through the eyes of a generation who, thanks to Samsung innovation, are living the promise of 'Do What You Cant.' It explores the ways Samsung has defied technological barriers so what once was impossible is now the new normal - demonstrating how innovative technology, at its best, helps consumers make meaningful connections and progress.
The 'Breaking Out' video by Leo Burnett Chicago and Sydney, highlights the Galaxy S8’s revolutionary 'Infinity Display' which gives consumers a much better mobile viewing experience. The creative insight for the promotion video is based on the concept of breaking free from the confines of a normal cellular phone, smashing off its borders and its home button to unveil and unbox the 2017 Galaxy S-series.
“Samsung’s approach to visual identity design is directly inspired by the idea of defying barriers. It is extremely disciplined, but highly flexible. This design, while driving consistency, is also a springboard for unlimited creativity. This was only possible with radical collaboration between Samsung, Leo Burnett and Turner Duckworth,” said David Turner, designer and founder of Turner Duckworth.