Vogt/Wein’s New Samsung Ads Tout Nobels




BOSTON-Vogt/Wein last week launched an international ad campaign touting Samsung’s sponsorship of the Nobel Prizes.
The $20 million campaign, which consists of a TV commercial and a double-page spread, poses the question, “What happens to an idea that wins a Nobel Prize?”
The TV spot revolves around a middle-aged man, appearing in black and white, who seems almost luminous as he moves past various Samsung products shot in color. He is intended to represent the spirit of past Nobel Prize winners. Text explains how Samsung can change laureate-winning ideas into powerful products that help improve people’s lives.
Jeff Vogt and Mitch Wein, co-founders of the 4-year-old, five-person agency, served as creative directors on the television spot, which began airing on CNN International. The print work will run in newspapers and magazines throughout Europe, the Middle East, Latin America and Africa.
“It’s the beginning of [Samsung’s efforts] to elevate the brand. A lot of people are surprised when they see the number of products the company makes,” said Vogt/Wein account executive Grant Castle.
Cheil Communications in Ridgefield Park, N.J., the communications arm of Samsung, is handling media planning and buying.
Whether the ads will run in the U.S. market is under consideration, according to Castle.
The Westport, Conn., agency was given the assignment by the Seoul, South Korea, client after completing broadcast and print ads which ran during the 1996 Olympics. That campaign was themed, “The world inspires us.”