Samsung watches how people watch television in social experiment to launch new SUHD range

Samsung has turned the focus from its products to how people consume its products in a new campaign to promote the immersive experience of its top of the range televisions.

Samsung ads

In three films to run across Asia Pacific, only the viewers – eight out of nine of which appear to be Westerners – are visible and never the product, the Samsung SUHD TV.

The consumers were invited into a black studio to watch content on the SUHD TV, and their responses to the experience of watching the TV filmed, according to Samsung’s agency Iris.

The first film features three guys watching sport.

In the second film, three kids are filmed watching a cartoon.

In the third film, three women are apparently watching a battle scene.

Cheng Shu Yau, creative group head at Iris Singapore said that the campaign allowed “the product do the storytelling” by deploying the viewer as the ambassador.


  • Client: Samsung Electronics Southeast Asia & Oceania
  • Vice President, Marketing: Irene Ng
  • Digital Marketing Director: Kim Jaehoon
  • Digital Marketing Manager: Janice Lim
  • Agency: iris Worldwide
  • Regional Creative Director, APAC: Grant Hunter
  • Creative Group Head: Cheng Shu Yau
  • Senior Creative: Kenneth Chia
  • FA Artist: Evelyn Sow
  • Digital Director: Hans Sabastian
  • Senior Planner: James Honda-Pinder
  • Group Account Director: Margaret Leong
  • Senior Account Executive: Cai Xinyi

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