The Domestics

We were briefed to drive awareness of Samsung’s world class and innovative range of home appliances, without using traditional advertising methods. In order to do so we needed to generate cut through. So, we seized the opportunity to disrupt in this usually low interest category, and decided to go in a completely new direction for white goods – comedy. We created a 6 part comedy series called ‘The Domestics’ featuring Katherine Ryan and Joel Dommett. Each episode takes well observed, relatable domestic moments, and demonstrates how Samsung’s innovations can help resolve these tensions and frustrations within the kitchen, in an entertaining way. Written with a very specific audience in mind and distributed using highly targeted media formats, to ensure that they find it, the series is highly snackable and shareable. Episodes are long form, each lasting around 4 minutes, meaning this is a totally new approach for a brand, particularly in this category. An integrated and content-led approach, the campaign showcases the extent of the product range whilst also creating an emotional connection with consumers and injecting some fun into the home appliances category.