Modern Marketing

Samsung toys with consumers with TV ‘blackout’ ad

By John Glenday | Reporter

May 24, 2018 | 3 min read

Samsung is to adopt an unconventional advertising approach for its newest range of QLED televisions by scrapping the type of glossy high definition gushing which typifies TV advertising in favour of a burst of static and a black screen.

samsung tv

Samsung toys with consumers with TV ‘blackout’ ad. / Samsung.

The ad was purposefully designed by PR and creative agency Taylor Herring to strike fear into the hearts of viewers. The 20-second long commercial saw the TV apparently switch off for a heart stopping five seconds, before springing back to life.

The trick ads will begin appearing on screens from tomorrow with viewers of The Simpsons, Coronation Street and First dates all set for a shock as they are hit first by a burst of static then five seconds of darkness.

Only once Samsung has your full attention will a more traditional promotional message appear, highlighting the ability of QLED TVs to display a picture or wallpaper background even while in stand-by mode.

Rebecca Hirst, marketing director, Samsung Electronics UK and Ireland said: "This unique and disruptive marketing campaign has been designed to underscore our messaging in the most dramatic way possible, switching sets off to remind the public that their TV is simply a boring black screen for 90% of the time.”

Samsung will also air the campaign in cinemas and billboards at Piccadilly Circus with a trio of black-clad campaigners traversing the capital declaring ‘This is the end’ for their old televisions with the hashtag #TVblackout.

This marks a shifty in approach by the South Korean electronics giant, which has previously championed the emotional bonds which technology can facilitate.

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Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.  

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