For the introduction of a category first in the Curved TV, we wanted to move away from the product-centric and emotionless TV category, where it's all tech and specs. In doing this, we helped Samsung show that they understood the real reason people loved watching TV-- the content on it, not the pixels-- and that Samsung's best TV ever was the best way to experience the content they love.
The strategy team and myself worked on the case study for the spot that won that year’s Gold Effie award. We think that by going away from the status quo of TV marketing we captured our audience’s attention and delivered a compelling emotional appeal.