[Samsung UK YouTube channel]
Samsung is up for one of its greatest challenge in its marketing as it will screen a bizarre 66-minute-long commercial film to promote its washing machine "QuickDrive" in Britain.
While other electronics makers such as LG, Apple and Sony have tried to attract global consumers with their eye-catching TV and cinema advertisements, Samsung kept things relatively cool, sticking to the old-school basic principles of advertising.
But all things are destined to change, and so is Samsung. The South Korean tech giant has created a global circle of confusion after announcing that it will start screening a full-length film promoting "QuickDrive" in Britain this month.
In the British version of its news blog, Samsung said the film would show an uncut, uncensored footage of a full wash cycle of its latest washing machine. The film will be available on YouTube starting Wednesday.
The film was intended to show how tedious the washing process can be, and Samsung said QuickDrive could reduce washing time.
Cinema audiences who have become accustomed to other unusual viewing experiences such as rock concerts and opera will be able to break new ground with the washing machine film, the company said, adding the film's music was composed by Michael Nyman, known for the Oscar-winning film, "The Piano".
"The piano-led 66-minute soundtrack features one of Nyman's signature minimalist compositions, driven by an explorative melody which takes the audience on a passage through the various stages of the wash cycle," Samsung said in a statement.
Netizens were stunned and confused by Samsung's film. "This is stunning but confusing at the same time!" an internet user nicknamed "denj" from South Korea's largest web portal Naver, said in a news article comment. Another user, "Gree", expressed curiosity: "I am more curious about people who would such a film in theaters."
reporter
Park Sae-jin
swatchsjp@ajunews.com
