Mediaboss Marketing

One mans grumpy cat takes him on an odyssey of creating epic moments just to get the feline to say wow, as technology giant Samsung promotes the launch of its newest flagship TV.

To prove that the image quality of its Neo QLED 8K TV has the wow factor, the 90-second film follows a man whose cat, Bebo, exclaims in amazement when it sees a parrot. He then embarks on several visually stunning experiences to try to make the feline say it again.

Created by BBH Singapore, the film sees the owner drop hundreds of colorful balls of wool, don a suit of infrared lights to dance for his cat and other attempts to amaze Bebobut nothing works until he turns on his new Samsung TV, which makes the hairs on the moggys body stand on end. It cannot help but repeat wow then.

The film was created with production company Immigrant Studio and directed by Rodrigo Saavedra. It took the voice actors 30 takes to land the right wow that would be both believable and funny at the same time.

Hyun Min Chun, head of IMC at Samsung Electronics, said in a statement: 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 worlds toughest critic cant help but be impressed by the experience, so will our customers.

The campaign began on April 3 with a rollout across the U.S., U.K., Brazil, India, Mexico, Australia, Italy and Singapore. The longer version will run in partnership with Disney+ across TV, social media and out of home.

Sascha Kuntze, chief creative officer at BBH Singapore, added: 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 shorthair with very high standards.

Agency: BBH SingaporeChief creative officer: Sascha KuntzeCreative director: Charlene ChuaCreative director and head of art: Gaston SotoSenior art director: Nico TangaraSenior art director: Amos MakCopywriter: Judy AuPitch creatives: Xander Lee, Ishan Venkat, Michael ChinHead of production: Wendi ChongHead of business: David AnsonBusiness director: Jasmine PortmanAssociate account director: Seraphyn SeeHead of strategy: Chris ChalkStrategy director: Ruth LimSocial specialists: Rebekah Anthony, Kristal LeeMotion graphics art director and content creator: Allan Yeo

Film production company: Immigrant StudioFilm director: Rodrigo SaavedraExecutive producer: Phie Hansen

Special effects studio: SWISSSound production: Antfood

Client: SamsungHead of IMC Part, Visual Display Marketing Group: Hyun Min ChunVisual display marketing team: Sunny Yang, Anant Baijal, Woohee Park, Soomin Jo, Hyewon Lee

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Samsung's Global Campaign Aims to 'Wow' One Very Grumpy Cat - Adweek