Search News


Cheil Worldwide produces commercial for Samsung Electronics to make London 2012 “Everyone’s Olympic Games”

Posted by: Velvet Integrated PR | Date added: Fri 20 Jul 2012

Cheil Worldwide has produced a commercial for Samsung Electronics to make London 2012 “Everyone’s Olympic Games”. Through Galaxy S III, the anticipation, excitement, and celebration of the Olympic Games are shared among everyone around the world.

It embraces all races as an expression of humanity. David Beckham kicks a ball against a drum, signalling the beginning of the world’s biggest sporting event. Then virtually everybody – East and West, over the ground and under the ground, gets into the Olympics. Even those who don't have the tickets can enjoy the Games through Samsung Galaxy S III’s mobile technology anywhere, so the global IT giant invites everyone for the London Olympics. One can even share Beckham’s footage using S-Beam function, a nifty phone-to-phone wireless transfer.

The English footballer, who is also an Olympic ambassador, has already endorsed Samsung smartphones by his precise kicking and eventually, playing a drum-version of ‘Ode to Joy’. (Click here to read more)

Throughout the whole campaign, the mobile brand bases its Olympic marketing activity around an “Everyone's Olympic Games” theme. Cheil has successfully visualized Samsung’s “humanized technology”, which understands our life needs and can tangibly be experienced in our daily lives.

“London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III’s opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone’s multi functions. More than just a sports spot, we aim to show how, more than ever before, it’s ‘everyone’s Olympic Games”, said Wain Choi, Global ECD of Cheil Worldwide.

Logan Wilmont, ECD of Cheil UK, added: “This will be the first truly 'social' Olympics. Second screens (even third screens) will fundamentally change the way people experience these games. We wanted to use one of the most recognised sportsmen in the world (David Beckham) to invite the world to participate in these games as never before, through the incredible technology inside the Samsung Galaxy S3. Beckham literally 'kicks off' the excitement, hitting a huge gong with an amazing long range shot, as all the world looks on. He unleashes the excitement, and turns years of anticipation into active participation.”


The first Galaxy S III was unveiled on May 3 2012 in London. UK launch is followed by gradual launch in 146 other countries. Some countries will launch TVC while others will not – the featured TVC will be aired in all markets where Samsung does TV commercials.

Samsung expects sales of Galaxy S III to top 10 million during July, breaking the company’s sales records. The South Korean IT giant kicked off global sales of its Galaxy SIII on May 29, but shipments have been affected by the tight supply of parts such as the handset casing for the pebble-blue model.

In the US, where sales were launched on June 21, major carriers including Sprint Nextel, T-Mobile and AT&T have not been able to offer the Galaxy SIII with 32 gigabytes of memory, partly due to tight supply. "We're getting far better reviews on S III than we did with its predecessors globally, and supply simply can't meet soaring demand," said JK Shin, head of Samsung's mobile division. "We've sent executives and staff to almost all our (component) suppliers to ensure a smooth offering and hopefully things will get better soon."

Samsung sold 44.5 million smartphones in January-March - equal to nearly 21,000 every hour - giving it 30.6 % market share. Apple sold 35.1 million iPhones, taking 24.1 % market share.

About Cheil Worldwide

Cheil Worldwide Inc, is Korea's largest and one of the world’s leading advertising groups. Established in 1973 with headquarters in Seoul, South Korea, Cheil operates 50 offices in 28 countries with about 3,000 employees. Cheil offers a full portfolio of marketing communications services including advertising, PR, sports marketing, exhibition and display production, and production of large-scale performance events.

Creative credits:

ECD: Wain Choi, Logan Wilmont

Art Director/Copy writer: Dean Pinnington, Luke Ashton 

Other articles by Velvet Integrated PR:

HAT launches ‘Inspiring Minds’ project to celebrate the golden age of advertising

The History of Advertising Trust (HAT) has launched a new project sponsored by the National Lottery which reveals the stories of some of the most creative Adland legends from the Golden Age of British advertising.

Date added: Fri 12 Oct 2018

UK product design and manufacturing companies need more funding to stay competitive – Bonser and Mathers

UK product design and manufacturing companies need more funding to stay competitive – Bonser and Mathers

John Mathers, ex-CEO of the Design Council, and design entrepreneur Damon Bonser have called for more investment in early stage UK product design and manufacturing companies to give the UK a fighting chance of staying ahead of international competition post Brexit.

Date added: Wed 28 Jun 2017

NESCAFÉ® AZERA® and TWELVE tap into young design talent to launch range of iconic tins

NESCAFÉ® AZERA® and TWELVE tap into young design talent to launch range of iconic tins

TWELVE, the integrated brand activation agency, has developed a multichannel campaign for NESCAFÉ® AZERA®, with a range of iconic and desirable limited edition designed tins at its heart, created in collaboration with top emerging design talent from the University for the Creative Arts.

Date added: Fri 01 Jul 2016

Velvet lands Cheil UK account

Velvet lands Cheil UK account

Cheil UK, part of South Korean integrated communications group Cheil Worldwide, has appointed marcomms specialist Velvet as its retained PR agency.

Date added: Mon 29 Oct 2012

New name and identity for SPA Future Thinking

New name and identity for SPA Future Thinking

SPA and Future Thinking have unveiled a new name and identity following the merger of the two market research specialists in September.

Date added: Tue 14 Dec 2010