Top-selling TV brand Samsung is out with a new campaign from Cheil that showcases its Samsung Vision AI technology suite that is built into the brand’s latest models.   

Ads show how users can instantly find information about what they are watching, or have content translated into their preferred language in real-time.  

When users pair their TV with a Galaxy Watch, they can perform functions on the TV with hand gestures in lieu of a remote. Other features are also promoted.  

The campaign is anchored by a nearly two-minute film and :30 versions that highlight individual innovations.   

Tal Shub, global executive creative director, Cheil Korea said the campaign puts viewers at the center of the storytelling to show “just how committed Samsung is to delivering user-centric products."    

The spots were directed by award-winning director Samir Mallal (“Nollywood Babylon,” “Vest,” “Bombay Calling”).   

The work is rolling out globally and will include TV, out of home, and social media with additional creative phased in both globally and locally.