Afaqs: With the mercury levels rising high, Samsung tells you to welcome summer with a smile. The company via its ads is trying to push its new S series compressors that work without stabilizers and cool instantly no matter what the temperature is.
The TVC created by Cheil Worldwide has all the right frames that show the onset of summers. Prathap Suthan, national creative director, Cheil Worldwide, says, “The new compressor is the core reason. However, that is not a very image driving story and is very mechanical. Hence we decided to look at a more generic appeal.”
Where summer forces people to stay indoors due to scorching heat, the Samsung ad conveys us to move outdoor. Speaking more on the TVC, Suthan adds, “We are trying to say that the product gives the consumer the confidence to take on what the Indian summer throws at them. You cannot go out and air-condition the world. However, with this particular product, you wouldn’t have to carry the summer into the house.”
The TVC is all set to make it presence felt during the IPL season and selective entertainment channel.