Throughout the whole campaign, the mobile brand bases its Olympic marketing activity around an “Everyone's Olympic Games” theme. Cheil has successfully visualized Samsung’s “humanized technology”, which understands our life needs and can tangibly be experienced in our daily lives.
“London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III’s opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone’s multi functions. More than just a sports spot, we aim to show how, more than ever before, it’s ‘everyone’s Olympic Games”, said Wain Choi, Global ECD of Cheil Worldwide.
“This will be the first truly 'social' Olympics. Second screens (even third screens) will fundamentally change the way people experience these games.
We wanted to use one of the most recognised sportsmen in the world (David Beckham) to invite the world to participate in these games as never before, through the incredible technology inside the Samsung Galaxy S3. Beckham literally 'kicks off' the excitement, hitting a huge gong with an amazing long range shot, as all the world looks on. He unleashes the excitement, and turns years of anticipation into active participation.” Added Logan Wilmont, ECD of Cheil UK.