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Samsung Kicks Off ‘Curve’ Ad Campaign

Ridgefield Park, N.J. — Samsung Electronics kicked off Sunday a new marketing campaign highlighting its curved-screen Ultra HD LCD TVs.

The campaign, called “The Curve Changes Everything,” launched via prime-time television commercials for such popular shows as “Mad Men” (AMC), “Women of SNL” (NBC) and the season finale of “Family Guy” (FOX), among others.

The commercials feature collaged memorable moments from film, television and the Internet, telling a visual story about the excitement of watching favorite content on a Samsung curved TV.

“For the past eight years, Samsung has continued to bring the best, most innovative and well-designed TVs to the market for consumers,” said Peggy Ang, Samsung marketing communications VP. “With every change in TV technology, there has been a dramatic reshaping of the TVs themselves. With the introduction of the Samsung curved UHD TV, Samsung is leading the way in TV innovation and we are excited to launch this exciting new campaign showcasing the beauty and benefit of the curve.”

Director Rian Johnson (“Looper,” “Brick,” “Breaking Bad”) and Oscar-winning cinematographer Claudio Miranda (“Life of Pi,” “The Curious Case of Benjamin Button”) used iconic scenes from “Back to the Future,” “Jurassic Park,” “Trouble with the Curve,” “The Wizard of Oz,” “Gravity” and other clips with notable quotes about the effect of the curve.

“The Samsung curved TV is just a beautiful object,” said Johnson. “Beyond the quality of the picture, the industrial design of the TV — with its subtle curve — is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot.”

Samsung said the ads will run nationally on major networks, cable and online.

In addition to the TV spots, the campaign will also include print, digital and out-of-home components using the curve. Beginning in June, Samsung will extend the effort to billboards showing “a striking version of the Samsung curved UHD TV.”

The billboards are slated to appear in New York and Los Angeles.

Samsung curved Ultra HD TVs are now available at retail, including the flagship Ultra HD HU9000 series.