Samsung: The Frame: Where's The Art? by Adam&EveDDB

Beautiful, classic paintings are disappearing from their frames, right before the eyes of museum goers and staff, and everyone is puzzled and alarmed.

That's the concept of the spot for Samsung's The Frame television. We see people aghast looking at blank frames where paintings once hung. As the panic builds, the action turns to a couch, where a man is scrolling through a listing of fine artworks and trying to choose the right one to adorn his set when he's not watching it.

The concept is that The Frame television is a TV when it's on and displays fine works of art when it's off so the screen isn't just black.