Samsung has rolled out a global campaign spotlighting its groundbreaking Samsung Vision AI—an advanced suite of smart TV innovations designed to elevate the user experience. Conceptualized by Cheil, the campaign showcases how Samsung Vision AI transforms the television into a dynamic, multi-functional hub tailored for modern lifestyles. Or, as Cheil said, “declares that TV is no longer about what is on the screen, but about the viewers and the things they love.”
The campaign emphasizes that modern televisions are no longer just about what’s on the screen—they’re about the viewers themselves. Through relatable everyday scenarios, it illustrates how Samsung Vision AI seamlessly adapts to individual preferences, becoming an intuitive part of daily life.
Directed by award-winning filmmaker Samir Mallal, the campaign film began its global rollout in April, spanning television, out-of-home, and social media platforms. The launch will be followed by a series of additional narratives spotlighting various facets of Samsung Vision AI.
“As consumers expect increasing levels of smart functionality from their televisions, this spot by Cheil effectively conveys how our products use Samsung Vision AI to comprehensively uplift the user experience,” said Joseph Park, Head of Customer Marketing Team, Visual Display (VD) Business at Samsung Electronics.
“We’re confident that this suite of innovative features, and the user-centric focus they bring, will be appreciated by people around the globe and from all walks of life.”
The technology allows users to access real-time information about what they are watching and receive translated content in their preferred language. AI upscaling enhances image and audio quality. When paired with a Galaxy Watch, users can operate the TV using hand gestures.
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