The £8m campaign, created by ad agency Chi, is headed by Samsung's marketing director Mikah Martin-Cruz, who is known for creating the "Paint" and "Play-Doh" commercials for Sony Bravia. It will include television, press, outdoor and online advertising and will run for three months.
The television campaign, first shown on MediaGuardian.co.uk, will feature a city grinding to a halt as giant Samsung 3D screens blur the boundaries of reality. About 1,256 television sets were used to create the visible effects. Called the "3D Summer," the campaign is targeting rivals such as LG, Panasonic and Sony, who also plan to introduce 3D TV sets in the UK for the first time. Samsung will reportedly be the first to sell 3D TV sets in the country from 27 April.
