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.
