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By Published on .

Samsung Electronics America will emphasize the human, accessible side of its brand and debut a new tagline with a $10 million ad campaign starting this week.

Created by AG, New York, the first of two 30-second spots breaks Oct. 23 during the first game of the World Series. The tag: "Samsung Digitall."

The digital leadership work showcases the company's cutting-edge digital handheld portable and wireless products, along with high-definition TV, MP3 players and computer monitors. The campaign is coordinated by Chiel Communications America, Ridgefield Park, N.J., Samsung's in-house ad unit; Carat, Los Angeles, handles media buying.


AG Chairman Peter Arnell said the campaign is "all about very believable images of people using Samsung products all over the world." The idea is to illustrate that Samsung offerings are for everyone, hence the "Digitall" theme.

The two commercials, which will run concurrently until late December, are considered a ramp-up to a larger global brand effort set for 2000-2001. That initiative is estimated at more than $100 million, and is supported by Samsung's South Korean parent, Samsung Electronics Co.


The new work focuses on Samsung's broad product line-one spot features its wireless phone products and the other encompasses a variety of digital products.

The first shows people enjoying the company's array of handheld, wireless products including a Web-enabled phone. Voice-over suggests that advanced technology doesn't have to be difficult.

The campaign "reflects Samsung's commitment to being a major player in digital, but it's a warmer, more emotive approach," said Robert Schulman, senior VP at Chiel.

The second spot highlights Samsung's family of digital products with different lifestyle scenarios, including a family watching a Tantus HDTV and a pre-teen downloading a music track from the Internet for her Yepp MP3 player.

The broadcast effort includes network, spot and cable TV buys. Print will launch next year, along with heavy broadcast, particularly in association with Samsung's sponsorship of the Sydney 2000 Olympic Games.

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