To align with brand vision.
Samsung Electronics Australia has launched its latest TVC campaign, ‘The Ad I Was Supposed To Make’. Featuring former Australian Netball captain and Samsung ambassador, Sharni Layton, the campaign explores professional and Layton’s drive to defy odds and return to netball.
In 2017, her netball career was put on hold as she dealt with exhaustion, forcing her to take a step back from championship-level competition. ‘The Ad I Was Supposed To Make’ portrays her determination and commitment.
The story narrative is aligned to Samsung’s brand vision of “Do What You Can’t” based around developing products, innovation and experiences that empower people to defy barriers and obstacles.
Samsung Electronics Australia CMO, Josh Grace said, “Sharni’s story carries a valuable message about overcoming her own challenges through courage, perseverance, and reflection. It’s a story that we want to celebrate and showcase to audiences as it explores a personal journey that many Australians can associate with.”
The campaign, developed with creative agency Leo Burnett Sydney, features variations of 15 second, 30 second and 47 seconds, with the 30-second spot aired on Channel 7 during the Australian Diamonds’ first game at the Commonwealth Games this week.
The TVC will continue to air on Channel 7 for the duration of the Games and will run across national and Seven West Media digital channels, as well as on Samsung’s digital and social platforms.
The TVC is part of Samsung’s long-running partnership with Netball Australia and builds on the Samsung’s 2016 Rethink Role Models campaign.