David Beckham fronts ad for Samsung Galaxy S III to "launch" 2012 Olympics
Samsung Electronics have partnered with Korea's largest advertising group, Cheil Worldwide, and produced a TVC to make London 2012 "Everyone's Olympic Games" through Galaxy S III, fronted by David Beckham.
The 60-second spot has drawn on the sense of excitement generated by the launch of the 2012 Games, featuring people across the globe waiting for the Games to begin. David Beckham is then featured "kicking off" the Olympics using his Galaxy S III.
The aim has been to show that everyone, anywhere, can enjoy the Games through Galaxy S III's mobile technology - including the a phone-to-phone wireless transfer function, S-Beam, which has featured in the ad.
Wain Choi, Global ECD of Cheil Worldwide, commented: “London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III’s opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone’s multi functions. This will be the first truly 'social' Olympics. Second screens (even third screens) will fundamentally change the way people experience these games."
Samsung expects sales of Galaxy S III to top 10 million during July, breaking the company’s sales records.