Samsung Asks Fans to Craft Pregame Super Bowl Spot


CHICAGO Samsung Electronics America is flexing its status as provider of the Official HDTV of the NFL by inviting fans to share the rituals and experience of watching pro football through its new "That's how I see it" campaign.

Throughout the season, a mobile studio will tour National Football League cities and stadiums -- starting with New York on Sept. 4 -- to record fans talking about pregame rites and defining moments of their football-watching history.

Beginning next month, visitors to can also create their own clips. From Nov. 20 through Jan. 4, select videos will be posted on Fans can vote for their favorite, and one video will air as a commercial during NBC's pregame coverage of Super Bowl XLIII on Feb. 1.

Supporting TV spots, created by Leo Burnett, Chicago, will feature characters like Ted, an 11-time fantasy football champ who watches games on three Samsung TVs at once. Another shows a father who shares a game day rite of passage by relinquishing the remote control to his son as they watch their favorite team together. will also allow visitors to click on advice from celebrities and players about how to select an HDTV. Once they've made their choice, they can recruit figures like Regis Philbin, Alice Cooper or several NFL players to contact a spouse or friend with a prerecorded pitch about the virtues of a Samsung HDTV.

Samsung, also provider of the Official Home Theater of the NFL, has been a league sponsor since the 2005 season. Last year, the league selected Samsung HDTVs to be installed in all stadiums as part of its HDTV upgrade.

Samsung spent almost $115 million on media last year, per Nielsen Monitor-Plus.