Category: Electronics, Technology
Alternative Title: Miracle
Media: Film
Client: Samsung Electronics Ukraine
Product: Samsung’s AddWash
Geo: Ukraine
Advertising Agency: Cheil Ukraine, Kiev, Ukraine
Creative Director: Vladyslava Denys
Art Director: Eugene Ovchar
Copywriter: Pavel Pastushenko
Photographer: Vladimir Tochanenko
Account Director: Alexey Polishchuk (Olexiy Polishchuk)
President: Irina Solovyova
Production Studio: Esse Production House
Executive Producer: Vitaliy Sheremetyev
Director: Maxim Ksenda
Director of Photography: Elena Chekhovskaya
Published: March 2017
Description: Campaign for washing machine Samsung AddWash. Samsung AddWash - washing machine with a unique technology that allows you to add clothes during the washing process. The story in the movie is based on the insight that children are not ready to give their favorite toys for washing, even when they are very soiled. This is a story about feelings, about the miracle of the love from parents to their children аnd to each other. It is so easy to create a miracle and breathe feeling into your life. You only need to have a little imagination and machine Samsung AddWash.
Electronics’ “Teddy Bears” film redefines washing machine advertising with storytelling and emotion
Cheil Ukraine has created a groundbreaking new cinema commercial for Samsung Electronics to raise awareness of the new AddWash feature on its range of washing machines.
The 60-second film, which runs in cinemas in Ukraine from late March and on YouTube and Facebook in the same country, aims to tell a human story to appeal to people’s emotions.
It brings to life Samsung’s new AddWash feature, which makes it easy to add washing to the machine mid-cycle, in an emotionally engaging way, building personality for the brand.
Positioning Samsung’s unique AddWash door as a small miracle maker, the film features a young girl, her parents, and a family of toy bears that need constant cleaning.
The film breaks through expectations by showing how Samsung’s AddWash feature allows you to add those small forgotten things during the wash cycle, resulting in a little more appreciation for all the machine can do.