See the Spot: Key and Peele Promote Samsung TVs During Oscars

One of Two Samsung Ads for Products Growing Faster Than Phones

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Last year, Samsung stole the Oscar spotlight with its Galaxy phone when the show provided the canvas for a celebrity selfie that ricocheted around the web. This year, the marketer shifted attention to different hardware.

The Korean marketer used its air time in the Academy Awards Sunday night partly to promote the high-definition TV model, SUHD TV, that it introduced in January: One spot shows a roster of actors including Comedy Central duo Keegan-Michael Key and Jordan Peele waxing nostalgic about their favorite movie and TV scenes. It ends with the tagline "The best TV deserves the best TV."

In another Samsung ad, an amateur director shoots a film using Samsung devices. The spot features the brand's large Note phone and tablets, with a brief apperance of its virtual reality headset, Gear VR, at the end.

Both ads, created by 72andSunny, reflect Samsung's strategy to devote growing marketing resources to its faster growing businesses, such as home appliances and TV, as its smartphone growth struggles. Todd Pendleton, the CMO of Samsung's mobile division since 2011, now also oversees creative work for appliances and TVs under Samsung's newly consolidated U.S. marketing structure. In January, Samsung also recruited Jay Altschuler, a Unilever executive, to lead media planning and buying.