Adam&eve creates Apollo 11 campaign for global launch of Samsung 8k TV
Samsung has launched its global “TV Is Making History Again” campaign to promote its new QLED 8K TV, created in partnership with the New York division of London-based agency adam&eve.
The “Making History Again” campaign, which first aired on May 15 in the US, draws its story from the Apollo 11 moon landings of 50 years ago.
A 60-second TV spot shows how the world gathered together to witness 1969’s historic moment of human achievement on televisions around the world.
This is then brought forward to the modern day as we witness those same characters watch this era-defining moment 50 years later, now in stunning resolution and full colour, on the new Samsung QLED 8K TV.
As part of the campaign, Samsung partnered with Statement Films and CNN on the “Apollo 11” documentary.
This feature film created from newly-discovered, never-before-seen 65mm and 70mm archival footage from NASA and the National Archives and more than 11,000 hours of uncatalogued audio recordings, remastered into a remarkable 8K film, and premiered at film festivals and in IMAX theaters.
As part of the partnership, the 60 second spot will also air within CNN’s broadcast premiere of the documentary.
“TV technology has been essential in bringing the world together to experience critical moments in modern history,” said Grace Dolan, Vice President, Home Entertainment Demand Generation, Samsung Electronics America.
Samsung’s 50th anniversary
“As we mark the 50th anniversary of Samsung Electronics and the first steps on the moon by a human, it’s only fitting that our “Making History” QLED 8K TV commercial and multimedia campaign with CNN celebrates the past while giving a glimpse into how Samsung will continue to bring people together in the future through the power of 8K.”
David Brown & Daniel Bonder, ECDs, adam&eveNYC added: “Apollo 11 was one of those unforgettable moments where the world came together to watch something beyond anything they’d seen before.
“Samsung QLED 8K TV is allowing a new generation to experience the power seeing something truly groundbreaking.”
In addition to “Making History Again” creative running across broadcast, OLV, digital, in-store and social, the cross-platform campaign also includes globally-produced branded content featuring astronaut Scott Kelly.
It also includes a globally-led sponsorship of a three-part digital video series spotlighting a new generation of female leaders who are determining where the next great discoveries will be made, developing the groundbreaking technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for the next crop of dreamers.
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