Samsung has reinvented classic masterpieces with an outdoor marketing campaign promoting its QuickDrive washing machine. The electronics giant is attempting to show its appliances, like iconic statues, are built to last.
With a fresh take on gender politics, the campaign references Samsung’s new research that found out that 75% of men have little or no idea how to operate the domestic appliances they have at home. What better way to visualise this than reimagining two famous male statues, who have literally never lifted a finger?
The campaign, devised and produced by creative agency Taylor Herring, aims to make the link between classical masterpieces and Samsung's modern-day design masterpiece.
It reinvents Michelangelo's David by covering the manhood that made him famous. With 'little David’ shrouded beneath a pair of freshly washed spanks, our ‘Domestic David’ stands upon a washing machine, as he takes charge of the weekly wash.
As with all good art, the second ‘modern masterpiece’ is open to interpretation.
Reinterpreting Rodin’s contemplative nude, our modern man is in a state of confusion. Perhaps, he is pondering which cycle to select. Either that or he's wondering why he needs to wash his clothes in the first place, given the fact he hasn’t worn any since 1880.
Each statue took a six-strong design team two months to create; relatively quick when you consider poor Michelangelo working on his tod for two whole years to create David.
The statues of Domestic David and The Clean Thinker have been installed at central London locations including One New Change, Kings Cross, Russell Square and Battersea Park.
Ruth Storey, head of marketing for Home Appliances, Samsung Electronics UK & Ireland, said: “We have updated these classic sculptures in a playful bid to remind the public that our home appliances are masterpieces of modern design."