Samsung will unveil its new brand campaign "One Samsung" during the Academy Awards on Sunday night in which it will have more than five minutes of airtime. The campaign comes just days after Samsung announced several new products including its latest smartphone, the Galaxy S5; the Galaxy Gear 2 and Gear 2 Neo smartwatches; and the Gear Fit fitness tracker wearable. All are set to hit store shelves in April.
The Oscar TV spot is a combined Samsung Mobile and Samsung Electronics U.S. effort showcasing an array of products from the smartwatches and smartphones to tablets and TVs. Children, couples, friends, families, and even researchers are shown looking at Samsung devices and then turning to others and repeatedly saying variations on the phrase, "You need to see this." Samsung's Note Pro tablet and first-ever curved Ultra HD TV, both announced earlier this year, are also featured.
Samsung said in a press release that the "simple relatable phrase 'You Need to See This' is carried throughout the ads" with the "series of films" meant to celebrate life's moments experienced through technology. The Oscar TV creative work, from 72andSunny, will also appear on digital and social media, and will run on network, cable and online after airing on the awards show.
Samsung has been an Oscar advertiser for five years, and ranked No. 5 in the top advertisers on the show over the past five years, according to a recent Kantar Media report. From 2009-2013, it spent $24 million, behind Hyundai ($56.6 million), JC Penney ($49.4 million), Coca-Cola, ($41.5 million) and American Express ($24.4 million), Kantar said. Thirty seconds of TV time this year sold out at around $1.8 million each.
Samsung is a top digital ad buyer too. Kantar said in the report that "ABC sells display and video ads on Oscars.com and in a companion mobile app. Primary 2014 sponsors of these digital platforms are Cadillac, J.C. Penney, and Samsung."
Samsung is again ABC's "The Oscars Backstage" sponsor,which this year includes Samsung's sponsorship of a series of 10 promoted tweets of celebrity selfies which will be taken from the green room and sent from the account of @TheAcademy. Samsung provided a mosaic of 86 Smart TVs, tablets and smartphones -- "one for each year of Oscar" -- that will make up one wall of the award show's green room, according to the room's sponsor Architectural Digest.