Ridgefield Park, NJ -- Samsung
Electronics said Wednesday that it has signed Grammy award winning singer
Alicia Keys as the spokesperson for its new DualView camera promotional
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 "Dedicated to Wonder" effort was developed to demonstrate
Samsung's "pledge to create moments of wonder and delight for its consumers
across its product categories," the company said.
The Alicia Keys semgment 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 Alicia Keys.
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.
"At every performance, my goal is to give my fans an experience
of a lifetime, something emotional they will never forget," Alicia Keys said in
a statement announcing the effort. "I love the concept of being dedicated to
wonder and making every moment in our lives monumental and special!"
"The undeniable synergy
between Alicia's song â€˜Wait Til You See My Smile' and our Samsung DualView
cameras, which includes a Smile Mode, will without question drive home the
unique benefits of these digital cameras and how they create moments of wonder
for consumers," said Reid Sullivan, Samsung Mobile Entertainment Marketing
Samsung's family of DualView compact cameras includes, the TL225,
TL220, TL210 and TL205. All feature dual LCD technology.
They also include a Smile Mode, which automatically takes the
photo when the subjects are smiling. The front LCD can also be used to frame