Samsung launched its latest flagship smartphone, the Galaxy S6 and the accompanying Galaxy S6 Edge at Mobile World Congress in Barcelona.
The same evening, it aired an ad that was entirely shot at the event, giving the spot a live feel. The spot was produced in partnership with ITV and ITN productions and aired during TV drama Mr Selfridge on Sunday. It also ran on Monday after ITV's lunchtime and evening news slots.
The ad shows b-roll footage from the launch event, as well as journalist Ella Williamson interviewing Samsung's VP for the UK and Ireland, Conor Pierce, talking about the new devices.
Russell Taylor, Samsung's UK VP of corporate marketing, said: "The exclusive partnership with ITN Productions and ITV allows us to break new ground in marketing in order to dramatise our product launch almost in real time.
"The timing of the content will certainly help us to increase exposure for the Samsung Galaxy S6 and S6 Edge."