Lewis Capaldi Stars in Samsung's Ad-break Takeover

Creative agency Taylor Herring are behind a series of three unique television adverts for Samsung starring Brit nominee Lewis Capaldi which are set to air during the Brit Awards TV ad break this evening.

The three, 30-second spots which will air over a single break, tell the story of Lewis Capaldi’s surprise ‘pop-up’ gig in London’s Covent Garden which took place on Saturday when Lewis played an unannounced ‘greatest hits’ set to shoppers and diners in Seven Dials Market.

Taylor Herring and their production arm St Marks Studios produced the live event and the three TV spots, led by chief creative officer Peter Mountstevens in partnership with Alex Conaway, brand lead (Mobiles, tablets and wearables) for Samsung.

The Taylor Herring team also oversaw a live stream which was mixed live and shot entirely on the Samsung Galaxy S20 phones to digital screens which included Piccadilly Circus, Westfield and the Samsung KX store.

The stream, which is also hosted on Samsung’s Facebook page, has currently clocked up over 2.3 million views over two days. The full concert will be made available to view on additional Samsung channels later this week.

The work is the latest major integrated campaign from Taylor Herring for Samsung and follows the multi-award-winning campaigns for Quickdrive ‘Washing Machine’ and the Samsung QLED TV range.

The first spot which features Instagram-style vertical filming, shows the unassuming star cruising around London en route to his convert in the ‘Capaldi Cab’ – a wrapped London taxi.

Capaldi then leaps into action with his surprise show from a balcony in the market hall for the two further spots and ends with the star leading a mass singalong of his number one Someone You Loved.

The commercials highlight the best in class product functionality of the new Samsung Galaxy S20 flagship phones, with a focus on the camera USP’s which include the revolutionary ‘8k Snap’ and ‘Space Zoom’ functions.

The three x mini episodes break down as follows:

1. Capaldi Cab – shot mainly on the Galaxy S20 by Lewis himself – featuring the star en-route to the concert

2. Space Zoom – ultra close up and zoom out/in of Lewis Capaldi in concert to demonstrate the 100x zoom capability of the Galaxy S20 Ultra

3. 8k Video Snap – chorus and crowd conducted by Lewis Capaldi as he throws roses into the crowd to demonstrate the S20’s unique 8k video snap capability.