http://www.youtube.com/watch?v=jjvvNOOl-Gc
If Samsung Electronics Co. is looking for edgy, it's found the right guy.
In the Korean technology company's latest ad, uploaded to YouTube earlier this week, singer Robin Thicke uses Samsung's Galaxy Note 3 device to rope three women into his next music video shoot.
It's Samsung's boldest move in its recent advertising push, which in the past few weeks has included a music video cameo alongside pop starlet Demi Lovato and ads starring Miami Heat star Lebron James and a whole bunch of global soccer stars.
In terms of brashness, none of them quite stacks up to Mr. Thicke, who sat gleefully at the center of one of the year's (admittedly plentiful) pop cultural controversies. The music video for Mr. Thicke's song "Blurred Lines" stirred debates about misogyny and sexual consent, all the while garnering more than 200 million views online.
In Samsung's 53-second online spot, Mr. Thicke pulls up at a red light alongside three women in a convertible, who are busy belting out "Blurred Lines."
After recognizing Mr. Thicke in the motorcycle next to them, one of the women pulls out her Samsung device to snap a photo — blink and you'll miss the bright yellow Galaxy Gear smartwatch on her wrist.
The pop singer then demands the device from the woman, who complies. Mr. Thicke uses the S Pen stylus on the device to scribble a phone number and invite them to a music video casting call. (As this happens, we get a quick glimpse of the Galaxy Gear smartwatch on Mr. Thicke's wrist.) Mr. Thicke speeds off into the distance, leaving the ecstatic women cheering in their car.
"Next thing you know, they are in a music video," Samsung helpfully explains. To be more specific, they're on the set of "Blurred Lines."
The ad's bolder undertones come as the company attempts to remold its image among U.S. consumers. Just a few years ago, Samsung was primarily a semiconductor company; now, with its new smartwatch and a broader move into wearable technology, Samsung has its eye on the trendsetters in New York, Milan and Paris.
"This is part of a viral marketing campaign. We want to show various usages of Galaxy Note 3 and Gear through enjoyable video and music," said a Samsung spokeswoman.
Samsung has promised two more installments in its Robin Thicke campaign, so look for the company to ramp up its coolness drive going into the end of the year.
via Technology - Google News http://news.google.com/news/url?sa=t&fd=R&usg=AFQjCNF9hyVSba_2NUW2u7kGGbXWC8w0sA&url=http://stream.wsj.com/story/latest-headlines/SS-2-63399/SS-2-398818/
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