Until now, Sony Bravia has owned the idea of "color" when it comes to promoting its television sets, as seen in vibrant, breathtaking ads such as the iconic "Balls" spot from Fallon London. Recently the brand took a different tack, leaving room for Samsung to embrace the rainbow in spades in this gorgeous spot depicting a miraculous one billion colors.

Created out of R/GA and directed by Bruno Aveillan via Believe Media and Quad Productios, the ad takes the viewer through a slice of life tableaux -- a church mottled with hues from its stained-glass windows, a boxing ring, a car crash from a movie set. Throughout, color is the hero -- shifting and shimmering in each scene (even viewing from a lesser screen, it's still a captivating site).

It's meant to promotes Samsung's QLED television, which can, apparently, display the entirety of that one-billion color spectrum. But because production today isn't yet advanced enough to even capture that many hues, the agency had to develop proprietary tech to do just that.

One of the biggest problems was how to even track and verify one billion colors. So the R/GA team had to create an algorithm designed to analyze and count the different values.

Another huge obstacle came up after the shoot. The postproduction process ends up removing colors from the film, so the team had to modify the algorithm so missing colors could be restored.

But this spot's just the beginnig for R/GA's new tech. "As mass market television and screen technology catches up to become capable of displaying huge ranges of color, a tool like this can help the film and content industries ensure that the content being watched is using the screen's full color potential," said Michael Hirsch, data science lead, R/GA.

"The algorithm that R/GA has developed allows consumers to truly enjoy the visual depth of the QLED-TV, and also provides the industry with a valuable tool that has the potential to completely change the way we deal with color in the post-production process," added Samsung VP-Visual Display Sunghee Han.