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One man’s grumpy cat takes him on an odyssey of creating epic moments just to get the feline to say “wow,” as technology giant Samsung promotes the launch of its newest flagship TV.
To prove that the image quality of its Neo QLED 8K TV has the “wow” factor, the 90-second film follows a man whose cat, Bebo, exclaims in amazement when it sees a parrot. He then embarks on several visually stunning experiences to try to make the feline say it again.
Created by BBH Singapore, the film sees the owner drop hundreds of colorful balls of wool, don a suit of infrared lights to dance for his cat and other attempts to amaze Bebo—but nothing works until he turns on his new Samsung TV, which makes the hairs on the moggy’s body stand on end. It cannot help but repeat “wow” then.
The film was created with production company Immigrant Studio and directed by Rodrigo Saavedra. It took the voice actors 30 takes to land the right “wow” that would be both believable and funny at the same time.
Hyun Min Chun, head of IMC at Samsung Electronics, said in a statement: “The Neo QLED 8K sells itself. All you have to do is experience it. This sheer confidence in our innovation became our communication strategy. If the world’s toughest critic can’t help but be impressed by the experience, so will our customers.”
The campaign began on April 3 with a rollout across the U.S., U.K., Brazil, India, Mexico, Australia, Italy and Singapore. The longer version will run in partnership with Disney+ across TV, social media and out of home.
Sascha Kuntze, chief creative officer at BBH Singapore, added: “In the past, Samsung has had many animal guests in their ads, from ostriches to spiders. But we never dared to put one of the most discerning animals in a story: an exotic shorthair with very high standards.”
CREDITS
Agency: BBH Singapore
Chief creative officer: Sascha Kuntze
Creative director: Charlene Chua
Creative director and head of art: Gaston Soto
Senior art director: Nico Tangara
Senior art director: Amos Mak
Copywriter: Judy Au
Pitch creatives: Xander Lee, Ishan Venkat, Michael Chin
Head of production: Wendi Chong
Head of business: David Anson
Business director: Jasmine Portman
Associate account director: Seraphyn See
Head of strategy: Chris Chalk
Strategy director: Ruth Lim
Social specialists: Rebekah Anthony, Kristal Lee
Motion graphics art director and content creator: Allan Yeo
