The Drum Awards for Marketing APAC

-d -h -min -sec


By Danielle Long | Acting APAC Editor

April 6, 2023 | 2 min read

The original grumpy cat may no longer be with us, but her legacy lives on in a new Samsung campaign where we meet the world’s most grouchy feline.

The global campaign, created by BBH Singapore, delivers a visually spectacular journey as an owner embarks on an epic mission to impress his cat in an effort to get the cat to say ‘wow’.

The fun ad sees the owner purchase a milk fountain, create a red dot laser ball, fill a pool with coloured balls of wool and even create a spectacular street parade. With all his efforts failing to impress the cat, they return home to watch their new Neo QLED 8K Samsung TV, only for the cat to utter the magic word.

The ad was directed by Rodrigo Saavedra with production company Immigrant Studio. The role of the cat was played by Bebo.

Hyun Min Chun, head of IMC at Samsung Electronics says the ad aimed to showcase the experience of the new product. “The Neo QLED 8K sells itself. All you have to do is experience it. This sheer confidence in our innovation became our communication strategy. If the world’s toughest critic can’t help but be impressed by the experience, so will our customers.”

Sascha Kuntze, chief creative officer at BBH Singapore, adds, “In the past, Samsung has had many animal guests in their ads from ostriches to spiders. But we never dared to put one of the most discerning animals in a story: an exotic short hair with very high standards.”

The campaign is running across TV, social media and OOH in Australia, India and Singapore, as well as the UK, US, Brazil, Mexico and Italy.

Marketing Brand Strategy Creative Works

More from Marketing

View all