Samsung Inks Keys For Ads

By Greg Tarr -- TWICE, 5/17/2010

RIDGEFIELD PARK, N.J. — Samsung Electronics has signed Grammy award winning singer Alicia Keys as the spokesperson for its new DualView camera promotional campaign.

Ads in the campaign will use Keys’ recent hit song, “Wait Til You See My Smile,” to highlight the capabilities of the new dual LCD technology cameras that use LCD screens on both the front and rear of the device.

The DualView campaign is part of Samsung’s “Dedicated to Wonder” communications platform, which kicked off earlier this year with the launch of Samsung’s 3D HDTVs.

The Alicia Keys’ segment is centered on a 30-second TV commercial called “See You Smile,” which showcases a fan who dreams of the chance to take a photo with Keys.

The campaign will continue through May 27th with national exposure on broadcast and cable programming. An online component will leverage social media and specially designed POP displays for retail partners throughout the country, Samsung said.