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Samsung’s new smartphone talks to the ‘Alpha’ people

Cheil Worldwide has created a 50-second video to showcase the new Galaxy Alpha’s beautiful design in a stylish manner

BestMediaInfo Bureau | Delhi | September 1, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

With more and more smartphones and technology gadgets rolling out, consumers are increasingly exposed to a volley of ads, most of which are based on specifications, features and performance. Cheil Worldwide has brought to life the new kind of optimal convergence of style and cutting-edge technology in the new Samsung Galaxy Alpha.

The 50-second video focusses on the ‘Alpha’ people – trendy and confident young professionals who take pride in what they choose to do in life, and know how to do it best. The video follows three types of such ‘Alpha’ people – a stylist, a DJ and a designer, who go about their daily lives with the Galaxy Alpha as part of their daily routines. Unlike previous TVCs, there is no showcasing of use-cases or features. This one primarily focusses on the phone’s elegant design, especially its stunning metal frame, slim and light-weight body and variety of colours.

“We wanted to create something new, something that isn’t ‘Samsung’ as you know it. For this, we wanted to turn our video into a graphical piece of art that every Alpha person would relate to,” said Wain Choi, Global ECD at Cheil Worldwide.

Cheil partnered with director Nicolas Winding Refn, who has a worldwide cult following for his graphical-yet-powerful visual imagery that seems to be aligned with the Alpha lifestyle. Refn has directed hit movies such as ‘Drive’, for which he won the Best Director award at the 2011 Cannes Film Festival.

The video was launched on Samsung Mobile’s official YouTube page on August 13, 2014, and garnered more than four million views in two weeks.

The TVC:



Agency: Cheil Worldwide

Executive Creative Director: Wain Choi

Creative Director: Kevin Pereira

Art Director: Jax Jung

Copywriter: Adrian Sim

Agency Producer: Sunmin Kim

Account Managers: Eui Sun Chung, Terry Ko, DK Kim, Hyun Woo Kang

Project Manager: Chris Kim

Production Company: Stink Ltd

Producer: Juliet Naylor

Director: Nicolas Winding Refn

Editor: Circus (UK) / Gust and Gale (Korea)

Music: Composer: Michael Fakesch

Recording Studio: Factory Studios (UK) / Gust and Gale (Korea)

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