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(June 4, 2001) LONDON -- "Amazing Design" is the name of Samsung Electronics' first international commercial, part of a $400 million global campaign through True North Communications' FCB Worldwide, appointed last November.

Featuring a cast of energetic, magical and colorful characters, the commercial aims to portray Samsung Electronics as a borderless, global brand that provides unparalleled benefits to everyone. The brand's theme states, "Samsung Digital. Everyone's invited."

the spot's voice-over says, "There is a world where innovation moves beyond our imagination. Where you see things never before. Where sound looks incredible. Where design excites all your senses. This is the world of Samsung and everyone is invited."

Commenting on the campaign, Samsung Electronics Vice President Seung Soo Park, said, "Overall we want consumers to understand that Samsung products are unique, exciting, innovative and moreover, available to everyone."

The campaign will cover corporate identity as well as specific product spots featuring mobile phones, projection TVs, TFT-LCD monitors and MP3 players later in the year. -- Ali Qassim

Copyright June 2001, Crain Communications Inc.

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