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Samsung ‘Wonder-full’ advert

Agency: Leo Burnett US

Client: Samsung

Samsung has released a live-action 3D commercial to promote its state-of-the art 3D LED TV.

The spot represents an important step in the evolution of production as 3D is downsized, made more accessible, and reconfigured for a mass audience.

Dubbed "Wonder-full", the spot is the first of Samsung's 2010 "Dedicated to Wonder" campaign that features a family of three who, on a visit to an aquarium, conduct the improbable feat of slicing out a large cube of water, fish intact, lashing it to the roof of their car and driving it home, where the father sets the square on the living room entertainment center and compresses it into the new ultra slim Samsung 3D LED TV.

As the family relaxes on the couch, Samsung 3D active glasses on, a stream of sea creatures pours from the screen and appears to hover over them in the living room, giving the sensation of 3D action even to viewers watching in 2D.

"We needed to come up with a way to promote the 3D concept to an audience that's still basically 100 percent viewing this in 2D," said Rabbit Directing duo, TWiN.

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