Samsung
The Goat
Constraints make us creative. And the Goat is an outstanding example of this truth. Samsung wanted to accomplish many objectives to continue their leadership in TV sales in Canada. Global spots aren’t always effective in local markets, so there was a gap to be filled in messaging.
Samsung had brand, reputation, and proof points to communicate, along with a variety of new features built on AI, a complex new idea that the public barely understood. The TV buying cycle is years-long, and the audience was skeptical of new technology–how much better could these new TVs really be? Seeing was believing. Watching sports and movies with AI upscaling made the viewing experience unbelievably visceral. Oh, and for even more of a challenge, the committed media buy was 15-second social spots.
Another simple truth: Samsung was the number-one-selling TV globally. Long enough to claim to be “The Goat” (Greatest Of All Time). And who better than The Goat to show and tell you all about the aaaaamazing features of the Samsung TVs?
First Campaign
Neo QLED TV & AI
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Second Campaign
The Best TVs for Every Thing
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