SYS-CON MEDIA Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, Nikita Ivanov, Sean Houghton

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Samsung Debuts “The Curve Changes Everything”

Samsung Electronics America, Inc., a market leader and award-winning innovator in consumer electronics, unveiled a new marketing campaign highlighting its new Curved UHD TV. The campaign, “The Curve Changes Everything,” kicked off last night, with a televised commercial which aired during Sunday’s primetime programming including ““Mad Men” (AMC), “Women of SNL” (NBC), the season finale of “Family Guy” (FOX) and more.

To communicate the immersive entertainment experience of Samsung’s Curved UHD TVs, Samsung collaged memorable moments from film, television, and the Internet to tell a visual story that depicts the emotion, wonder and excitement that viewers experience when watching their favorite content on a Samsung Curved TV. Whether watching a movie, cheering a favorite sports team, or sharing a favorite YouTube clip, a Samsung Curved UHD TV makes that experience better.

“For the past eight years, Samsung has continued to bring the best, most innovative and well-designed TVs to the market for consumers,” said Peggy Ang, Vice President of Marketing Communications at Samsung Electronics America. “With every change in TV technology, there has been a dramatic reshaping of the TVs themselves. With the introduction of the Samsung Curved UHD TV, Samsung is leading the way in TV innovation and we are excited to launch this exciting new campaign showcasing the beauty and benefit of the curve.”

Director Rian Johnson (Looper, Brick, Breaking Bad) and Oscar winning cinematographer Claudio Miranda (Life of Pi, The Curious Case of Benjamin Button) used iconic scenes from Back to the Future, Jurassic Park, Trouble with the Curve, The Wizard of Oz, Gravity and other iconic content to stitch together notable quotes showcasing the stunning effect of the curve.

“The Samsung Curved TV is just a beautiful object,” said Director Rian Johnson. “Beyond the quality of the picture, the industrial design of the TV – with its subtle curve – is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot."

Following Sunday’s airing, the ads will run nationally on major networks, cable and online. In addition to the TV spots, the campaign will also include print, digital and out-of-home (OOH) components that will feature the curve in new and innovative ways. Beginning in June, Samsung will bring the curve to life on billboards with a striking version of the Samsung Curved UHD TV. These billboards, which will be displayed in New York and Los Angeles, will showcase Samsung’s Curved UHD TVs as truly the next big thing in TV entertainment.

Samsung Curved UHD TVs are now available at retail, including the flagship HU9000 series. With four times the resolution of full HD, these TVs provide unsurpassed picture quality. The curved screen gives, videos a presence not felt on flat screens , and a wider field of view that draws viewers in like no TV has done before.

To view “The Curve Changes Everything” (60 second) spot, visit http://smsn.us/TheCurve.

About Samsung Electronics America, Inc.

Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), is a recognized innovation leader in consumer electronics design and technology. A wholly owned subsidiary of Samsung Electronics Co., Ltd., SEA delivers a broad range of digital consumer electronics, IT and home appliance products. Samsung is the market leader for HDTVs in the U.S. and America’s fastest growing home appliance brand. To discover more, please visit www.samsung.com.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of TVs, smartphones, tablets, PCs, cameras, home appliances, printers, LTE systems, medical devices, semiconductors and LED solutions. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion.

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