To mark the launch of the newest flagship TV from Samsung, the 2023 Neo QLED 8K, BBH Singapore tells the story of an everyman on an epic mission to make his cat – possibly the world’s grouchiest feline – say ‘Wow’ again.
People watch television to have fun and feel good, and the latest film from Samsung and BBH Singapore sets out to do just that: bring viewers on a light-hearted and visually spectacular journey that shows how the best TV in the business can surprise even the grouchiest cat. To truly spotlight the ‘Wow’ factor of the Neo QLED 8K, the film employs the help of an exotic shorthair that looks permanently unimpressed – Bebo.
The film starts with Bebo at the balcony watching a brand-new Neo QLED 8K being delivered – and reacting with a ‘Wow’. Unsure of what has so impressed Bebo, his owner embarks on a series of increasingly elaborate and desperate attempts hoping to make the cat say ‘Wow’ again. Just as nothing works and the man is about to give up, he switches on the Neo QLED 8K, and the rest is history.
To tell the story of this epic odyssey, BBH Singapore brought production company Immigrant Studio with director Rodrigo Saavedra on board.
Filming the cat on set was a smooth process – in no small part because Bebo is a consummate professional. The production also made sure to work around Bebo’s nap times, and that the cat and the actor bonded well before the shoot.
Getting the final ‘Wow’ right was not easy. It took around 30 takes from the voice actors to land on the right ‘Wow’ – one that is funny and believable in equal measure – that gives the film its perfect ending.
Hyun Min Chun, Head of IMC at Samsung Electronics, said: “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 world’s toughest critic can’t help but be impressed by the experience, so will our customers.”
This echoes the team’s understanding that the never-ending exaggeration of the man’s efforts is key to building up to the ‘Wow’ reveal of the TV – and the only way to achieve that is to not hold back when bringing those situations to life.
Sascha Kuntze, Chief Creative Officer at BBH Singapore, said: “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 short hair with very high standards.”
The campaign will go live globally from 3 April onwards and includes a version of the global creative film in partnership with Disney+ running on TV, social media and OOH including London’s Piccadilly Circus.
Credits
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Director: Charlene Chua
Creative Director and Head of Art: Gaston Soto
Senior Art Director: Nico Tangara
Senior Art Director: Amos Mak
Copywriter: Judy Au
Pitch Creatives: Xander Lee, Ishan Venkat, Michael Chin
Head of Production: Wendi Chong
Head of Business: David Anson
Business Director: Jasmine Portman
Associate Account Director: Seraphyn See
Head of Strategy: Chris Chalk
Strategy Director: Ruth Lim
Social Specialists: Rebekah Anthony, Kristal Lee
Motion Graphics Art Director & Content Creator: Allan Yeo
Film Production Company: Immigrant Studio
Film Director: Rodrigo Saavedra
Executive Producer: Phie Hansen
Special Effects Studio: SWISS
Sound Production: Antfood
Client: Samsung
Head of IMC Part, Visual Display Marketing Group: Hyun Min Chun
Visual Display Marketing Team: Sunny Yang, Anant Baijal, Woohee Park, Soomin Jo, Hyewon Lee
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