 "'If you like it, keep it' says Samsung's ad for Joy Plus TV")
Samsung has launched a new TVC for its range of Joy PLUS TVs. Created by Cheil India, this campaign highlights how users can now take screen grab and capture music while watching Joy PLUS TV. The proposition of the campaign is ‘More than just a TV’ while the ad sports the tagline ‘Like it? Keep it!’
[caption id=“attachment_82330” align=“alignleft” width=“380”] A grab from the TVC[/caption]
A 45-seconder TVC opens with a cheetah chasing a zebra in a wildlife programme. Just when the cheetah is about to pounce on the zebra and kill it, the latter disappears.
Turns out, a young girl has captured the image right off the TV screen for her school project. Next, the father turns on the television and is watching a movie.
A foot-tapping number is playing on the screen and the actors are in the throes of a dance. Suddenly the music disappears and all the actors are befuddled. Turns out, the father has captured the music on the pen drive and is playing it at home.
Watch the TVC here:
Said Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia, “With ‘Like it? Keep it!’ we have been able to communicate the product feature and benefit very effectively without losing out on the intrigue and entertainment quotient. Besides balancing the product demo with engaging storytelling, sourcing just the right footage of the animals from different sources and making it all look like one seamless sequence (within a tight deadline) was quite a challenge. But our creative team and Razy (Ghai, director) came through.”
Added Kundan Joshee, head - Integrated Services, Cheil Worldwide, SW Asia, “Samsung leads the category by innovation and consumers look up to a novel offering in every new launch. In Joy Plus, the product has the amazing never seen before features of Screen and Sound Capture and the task was to bring them alive in a memorable, clutter breaking execution.”
CREDITS
Client: Samsung Electronics India
Product: Samsung Joy Plus TV
Agency: Cheil Worldwide SW Asia
Chief Creative Officer: Nima DT Namchu
Creative Team: Navin Theeng, Kaushik Saha, Abhishek Chaswal, Debmalya Mitra, Anandita Das
Integrated Services Team: Kundan Joshee, Mohit Mishra, Vikas Negi, Amarpreet Singh, Arjun Puruthi
Production House: Asylum Films
Director: Razy Ghai
Producer: Anju Vaswani
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