Samsung's 4K Campaign From adam&eveDDB Is Made for Football

Samsung is officially launching its college football partnership with ESPN via an integrated campaign created by adam&eveNYC, which positions the super-big Samsung QLED as the TV that was ‘made for football’.

adam&eveNYC’s campaign is part of an overarching ‘Passion Points’ strategy which demonstrates Samsung’s role in consumer’s passions by teaming up with credible partners and marketing the QLED TV in a way that matters to fans by authentically integrating the TV into their passion.

The 30-second ‘made for football’ film begins with a voiceover announcing that Samsung is bringing 4K to ESPN college football for the first time ever. It goes on to say that Samsung could have brought 4K detail to another sport – like billiards, bowling or the Spelling Bee, complete with footage of each event highlighting the incredible quality of the QLED’s picture – but that Samsung picked ‘the greatest game on earth’ instead.

The campaign launches with the full TV spot in the first 4K game of the season on ABC and ESPN on October 12th and is supported by 15-second cutdowns, five-second billboards, digital display and social activations. This campaign seeks to motivate fans to upgrade their experience of watching College Football at home, by providing total immersion and never before seen detail at home.

Check out the full TV spot below:

Other spots echo this sentiment with a running back who interrupts a kid’s show, a gameshow and a medical drama, before scoring a touch-down in a college football game.

This additional creative execution shows how the super big TV with stunning picture quality is great for watching other programs but is made for College Football.

Lead agency adam&eveNYC worked with Starcom on media planning, Edelman for social media and digital efforts on Samsung.com are by Sapient. 

Executive Creative Director Daniel Bonder and David Brown, Executive Creative Directors at adam&eveDDBNYC, said, “College football fans are a different breed. So, we needed to speak to them in a different way. While the QLED is amazing for any genre (yes, even bad reality TV), we wanted to talk to these fans on their own terms and prove that the QLED is the only TV big enough for the biggest games of the year – especially now that they’re being shown in 4K.”