Samsung prepares for winter Olympic games with FCB ads

Samsung Electronics has unveiled a global print and TV ad campaign

to support its sponsorship of the 2002 Olympic winter games in Salt Lake

City, USA.

Developed by FCB, the print campaign combines visuals aimed at creating

a synergy between the power and grace of Olympic athletes and the speed

and style with which the Samsung A300 mobile handset is claimed to

enable communication. Each execution carries the tag line: "Designed to


The TV campaign develops the theme further, with an action ski sequence

accompanied by a voiceover announcing that "power and beauty now live


The ad opens with a skier commencing his run down a mountain with a

woman's eyes appearing in the background sky.

The images of the skier and the woman become more mixed as the spot

continues, culminating in the athlete skiing down what appears to be the

model's white hair while she gazes at her mobile phone.

The TV campaign was directed by Klaus Obermeyer, art direction was by

Jim Mochnsky and Luke Bailey wrote the spot. The production company was

Flying Tiger Films.

Media is being handled by Initiative.

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