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Editor’s Pick. Samsung ‘Impatience is a Virtue’ advert

Agency: Grey London

Client: Samsung

Samsung has launched a bold new marketing campaign to support the launch of the Jet, the company’s latest full-touch mobile phone.

The campaign aims to break the mould of traditional category advertising and become a symbol of what’s to come from Samsung as the company looks to drive a step-change in consumer perception about the brand.

Built around the notion that ‘Impatience is a Virtue’, the campaign looks to celebrate impatience; showcasing how speed and impatience deliver the high-energy, aspirational lifestyle that Jet enables.

The commercial opens with people ‘waiting their lives away’ before changing pace and cutting to a group of people ‘living for the moment’, whilst the voiceover pronounces the virtues of ‘impatience’.

Grey London has worked with some of the freshest, most acclaimed talent in the UK to create a highly styled, edgy campaign. The commercial was shot by Neil Gorringe the director behind the award-winning, controversial promos for Channel 4’s ‘Skins’.

“To create brand preference we must create emotional engagement with consumers. To do this, we need to create campaigns locally that are more relevant and impactful; ‘Impatience is a Virtue’ is the first example of this approach,” said Marketing Director for Samsung Electronics UK & Ireland, Mikah Martin-Cruz.

“This is an exciting new era for Samsung, placing emphasis on consumers and their experiences through product ownership has already delivered significant gains in brand preference and profitable market share. This is part of a continued drive to further our brand leadership in the UK.”

The 360° marketing campaign includes a TV and cinema, press and poster advertising, digital, retail, PR and below-the-line.

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