Samsung came to Huge looking for a video to serve as a showcase for their Smart TV technology. Inspired by the groundbreaking product, we teamed up with bestselling artist Usher to conceptualize and produce a 120-second digital film. We wanted something extraordinary that capitalized on the digital zeitgeist and the shift toward a new, captivating kind of branded content.

Launch the campaign
Published
June 2013
Topics

The Story

Samsung came to Huge looking for a video to serve as a showcase for their Smart TV technology. Inspired by the groundbreaking product, we teamed up with bestselling artist Usher to conceptualize and produce a 120-second digital film. We wanted something extraordinary that capitalized on the digital zeitgeist and the shift toward a new, captivating kind of branded content.

The team explored the connection between technology and recording artists, and the affinity between Samsung’s and Usher’s brands. Our goal was to create a video that people would want to watch and couldn’t help but share. We incorporated skip-proof cliffhangers and open-ended conclusions, with a running thread of the product’s capabilities throughout. The innovative gesture-controls play a role in the story in a variety of ways; from Usher interacting with his own Smart TV directly, to his dance moves controlling features of the Smart TV in his girlfriend’s living room.

The Technology

The Results

Just a month after launch, the film has surpassed 50 million views, making it one of the most watched brand videos on YouTube to date. This far surpassed previous Samsung Television videos, which average about two million views. In addition, Huge’s media outreach efforts resulted in more than 175 online news stories and blog posts about the video, and features on online outlets such as Mashable, Advertising Age, AdWeek, Complex and Vibe have reached over 97 million impressions.

50M

YouTube views

97M

Media impressions

177

Online news stories featuring the campaign

Launch Date June 13, 2013