Samsung has taken a few hundred sheep into a darkened paddock wearing LED lights in this new viral to promote its new range of FPTVs (flat panel TVs) that use LED technology.
The campaign has been created by The Viral Factory and is already causing a stir on YouTube commanding almost half a million views.
Shot on the fringes of the Brecon Beacons national park, the viral shows the wonder of LED technology using a cast of local shepherds, their sheepdogs and flocks (300 sheep), the film features sheep being herded into a series of ever more improbable shapes.
The Viral Factory will not be drawn on what was real and what has been achieved in post, but a YouTube debate is predicted with users already speculating about what is 'real' and what isn't.
At first the sheep are shown in daylight, but as the film progresses we see them and the sheepdogs being fitted with LEDs (144 per jacket totaling 43,200 lights in total), so that in effect they become LED pixels.
Ed Robinson, founder of The Viral Factory, said “We wanted to show the wonder of LEDs, and how they will change the ways we see screens forever. The problem is conveying this technology in an amusing and attention grabbing way outside of the traditional audio/visual forums. As David Ogilvy probably said: “If you want to sell TVs, always use sheep.”