Samsung Electronics knows consumers might be inclined to spend upwards of $5,600 on a smart refrigerator with an interior camera, custom cooling system and exterior touchscreen, but just in case, the electronics brand has enlisted an endorsement from favorite celebrity couple Kristen Bell and Dax Shepard.
Beginning May 9, the company plans to air a series of spots marketing its home appliances and starring the real-life spouses. The first commercial, which features the Family Hub fridge, depicts Mr. Shepard and Ms. Bell getting ready to host their daughter's birthday party. Despite the chaos of parenthood—at one point, Ms. Bell is busy balling a watermelon in the kitchen so Mr. Shepard digitally checks the fridge's contents from the supermarket; at another, the supplies of squeezable yogurt are nearly depleted by ravenous children and reinforcements are ordered in the nick of time—the couple can still use the fridge's exterior touchscreen to send each other notes and surprises.
This is the third year Samsung has worked with the actors.
"We're trying to elevate home appliances and take it beyond white goods and rows of refrigerators—it's not that anymore, it's something that will truly enhance your life," said Katie Cheng, VP-marketing, demand generation at Samsung. "Kristen and Dax bring it to life in a fun way, they're not preachy."
In addition to the first spot, which will air in both 60-and 30-second versions, Samsung will roll out a 30-second spot for its front-load washing machine in June and later in the summer, a 30-second commercial for a new version of its Activewash washer, which has a built-in sink. The Family Hub fridge, previewed during CES, is currently available for pre-order.
Samsung worked with Durham, N.C.-based McKinney on the campaign; Starcom handled media duties. Ms. Cheng said spending is on par with last year's efforts. In 2015, Samsung spent $612 million on measured media in the U.S., according to Kantar Media.
The brand tapped Ms. Bell and Mr. Shepard again this year after favorable results from last year's campaign, which also focused on home appliances, Ms. Cheng said.
"They're an epitome of the millennial consumer and they talk to our target consumer segment—people relate to them," she said. After airing three spots last year with the couple, Samsung's unaided brand awareness and brand attributes skyrocketed, as did the brand's social media mentions, she explained.
It's been a busy year already for the South Korean company. Last month, the Cannes Lions Festival of Creativity announced Samsung Electronics will be named its Creative Marketer of the Year, and cited the brand's "Look at Me" 2014 mobile app for helping autistic children. In recent months, Samsung has featured Lil Wayne and William H. Macy in marketing for its Galaxy S7 phone.
In the first quarter, Samsung reported a 14% profit rise over the year-earlier period to $4.6 billion. Revenue for the quarter climbed 6% to $43.8 billion.
