New campaign highlights Samsung’s AI-powered future of home

Samsung Electronics is promoting its latest AI-enabled innovations and vision through a new global campaign, “SmartThings meets AI Home.”

Thanks to SmartThings, Samsung’s global connected living platform where you can connect and control smart home devices in one place, Samsung AI Home understands what you need and helps you with various tasks, often without you even knowing. The marriage between the two elements - coined as “SmartThings meets AI Home” - serves as the central message throughout the entire campaign.

Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time. Home becomes more autonomous and adaptive, streamlining your everyday tasks effortlessly, such as turning on the robot vacuum, dishwasher, washing machine, TV, or switching off lights and closing the blinds.

Cheil worked on the global campaign, including the lead main film, in close partnership with Samsung. Told from the point of view of an unexpected narrator, the film beautifully portrays the entire family focusing on what truly matters to them – having an enriched and undisturbed quality time offered by Samsung AI Home.

Tal Shub, Global Executive Creative Director, Cheil: “Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more.”

The full 360-degree campaign by Cheil will roll out globally, encompassing various types of assets and touch points such as global TVC, Samsung’s owned channels, and landmark screens including Piccadilly Circus and Times Square. Single-minded films, key visuals, and digital OOH will bring specific value pillars to life through relatable and insightful moments that take place within the AI Home.