Conceptualized by Cheil Worldwide SW Asia, the new campaign introduces Ecobubble generator technology in washing machine.
Hitesh Ranot | Delhi | November 3, 2010
Cheil’s new Samsung washing machine television commercial changes the paradigm of the washer category. Where all other ads have concentrated more on the functional aspect of washing, this demonstrates consumer benefit.
The idea behind the campaign was to bring back the fragrance of freedom and cheer in a woman’s life by freeing her from the chore of washing clothes. This film is about the innovative Eco Bubble Wash technology and how Samsung takes care of the scrubbing, so women don’t have to do it.
Cheil’s research establishes that many overlapping dimensions burden today’s woman. In her endeavor to manage life around her successfully, she misses out on every prospect of enriching herself as an individual. She yearns to learn the new, enhance her skills. Whether parenting, cooking or simply working, she wants to outgrow her own self, set new trends and share them. The new experiences so gained are her confirmation of self-growth.
The film is contemporary, clutter-breaking and brings together three most important elements that of making a very strong and emotional connect with the woman of today, making the Samsung brand speak in a feminine tone and finally capture ‘bubbles’ which Is the offering. The treatment of these elements is indicative and reflective of the modern Indian woman whether housewife, working or single.
To best enunciate the essence, Priyanka Chopra has been chosen as the brand ambassador. The choice was articulated by the research conducted by Cheil, wherein, the consumers found her demonstrating sensibility, smartness and individuality and therefore in sync with the brand.
The film’s extraordinary play with bubbles, depicting the gentlest of ways delivering fresh beautiful clothes and the breaking of the bubble signifying freedom also demonstrates Samsung’s contemporary lifestyle technology that is set to provide new experiences for today’s woman. Brand ambassador Priyanka’s play with the bubbles is both aspirational and insightful representing what the modern Indian woman is seeking, giving her that time for herself whilst technology takes utmost care of her second skin.
Agency: Cheil Worldwide SW Asia
National Creative Director: Prathap Suthan
Senior Creative Directors: Copy: Prathap Suthan; Art: Pavitra sharma
Planning team: Lubna Khan and Vartika Sahwney
Client Servicing team: Santhosh HS, Smriti Thakur, Anish Thakur
Production House: Show and Tell
Director: Peter Maguire
Director of photography: V Manikandan
Animation and Design: Johnny Soko and the flying robots design pvt. ltd