AI Brings Balance to Modern Life in Samsung UK Spot

Samsung Electronics UK, with Exposure will launch their latest campaign, ‘You & AI. As One.’ A campaign that positions Samsung as a leading aspirational lifestyle brand and a pioneer in Artificial Intelligence (AI).

‘You & AI. As One’ adopts a customer-first approach, uniting the comprehensive range of Samsung AI-powered products under a single, cohesive umbrella for the first time. By doing so, Samsung UK emphasises its commitment to enhancing everyday life through its products.

This campaign will complement the AI-driven initiatives from Samsung’s diverse product divisions, including mobile, TV/AV, and home appliances. The campaign shows how these technologies simplify and enrich daily life.

The campaign kicks off with a compelling 60-second hero film on Samsung UK’s YouTube channel on Friday 28th June. The film illustrates how Samsung’s AI-enabled products bring balance to modern family life, seamlessly integrating into the dynamics of modern day households. It captures the essence of family interactions, highlighting moments of friction and reconciliation, and demonstrates how Samsung’s AI-powered products can navigate and harmonise these situations.

Running across the summer, the campaign will be visible on Samsung.com, Out-Of-Home (OOH) advertising, Broadcaster Video On Demand (BVOD), social media platforms, and in cinemas starting Friday 5th July, 2024. 

Production was led by Believe Media. 

The campaign is backed by consumer research focused on the minor disagreements that UK households experience over daily chores and tasks. This is supported with expert commentary and tips from Paul C Brunson, professional matchmaker, author and life coach - who co-hosts Celebs Go Dating and Married at First Sight UK.

Deborah Honig, chief customer officer, Samsung Electronics UK and Ireland said, “Our AI-powered products are designed to work in harmony with you and your family, lending a helping hand when you need it most.

“It’s like having an extra pair of hands to vacuum the floor after a morning of wonderfully messy play”

“The pace of modern life is often fast and furious. At Samsung we want to be right there with you, providing technology that gives you the time and headspace you need to navigate the ups and downs that we live through every day, and find ‘those moments’ with each other again.”