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'Move up' to smart – with Samsung fridges

Samsung's new campaign for its Smart Refrigerators line, conceptualised by Cheil Worldwide SW Asia, urges people to upgrade their lifestyle

BestMediaInfo Bureau | Mumbai | April 30, 2014

Samsung-fridges-TVC1 Click on the image to watch the TVC.

Samsung has brought out a new campaign for its Smart Refrigerators. Focusing on technology, the campaign which went live on April 3, has been created by Cheil Worldwide SW Asia.

Most of us have grown up watching our mothers shove leftovers in our refrigerators. And then there would be monthly cleaning sessions. The fact of the matter is, in India especially, people are averse to changing their fridge, especially if they are in a working condition. A refrigerator generally works for 11 years. But the inertia towards buying a new one is strongly prevalent in India. This is the insight around which the campaign has been designed.

Using the advanced technology used in Samsung refrigerators as the talking point, Cheil decided to talk to today's aspirational and upwardly mobile consumers.

Nima DT Namchu Nima DT Namchu

Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia, said, “This is a simple and engaging communication designed to make the consumer give the choice of refrigerator a serious thought and go for a brand that truly 'upgrades' their lifestyle.”

The TVC opens with a young couple sitting in their plush drawing room. The man of the house decides that the armchair they own is too old fashioned and must be changed. He snaps his fingers and the chair vanishes, only to be replaced by a newer, trendier armchair. His wife, however, doesn't seem to like the idea and snaps her fingers to bring the old one back. The same thing happens as the couple debate the use of their lamp shade. The lady of the house finally tells her husband that if he really wants to get something new, he should get a new refrigerator.

The husband is puzzled because their fridge is working just fine. To this, his wife replies that though it is fine, it isn't smart. The screen then changes to show the new Samsung Smart Refrigerator and the voiceover goes on to describe its many features. It ends with the voiceover urging everyone to move up to the Samsung Smart Refrigerators, thereby signalling a status shift for the users.

Kundan Joshee Kundan Joshee

Kundan Joshee, Sr. VP, Cheil, said, “Samsung is known for its high innovation quotient in keeping with consumer lifestyles and trends. Our starting point was to create differential communication retaining the category codes. This was about moving out of status quo, making a smart choice and 'Moving Up' and we believe that this conversational and warm execution of a simple idea will deliver for the brand.”

The TVC:



Client: Samsung Electronics (Samsung Smart Refrigerators)

Creative Agency: Cheil Worldwide SW Asia

Chief Creative Officer: Nima DT Namchu

Creative Team: Navin Theeng, Kaushik Saha, R Shiva Kumar, Piyush Jain, Saurabh Sabiki and Deepak Bisht

Integrated Services Team: Kundan Joshee, Mohit Mishra, Rohit Verma, Jatin Khanna and Gurbani Ahluwalia

Production House: Lemon Yellow Sun Films

Directed by: Vinod P Nair

Producer: Shabbir Motiwala


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