While for many around the world, clocks ‘falling back’ for Daylight Savings Time means more time to rest or stay out, for the Marie Curie Nurses providing terminally ill patients with vital in-home care, it’s another hour of essential work.

Which is why on October 29 from 7–8pm, to recognize the incredible efforts of the nurses of Britain’s leading charity for those afflicted with terminal illnesses, Samsung donated its advertising space at London’s iconic Piccadilly Circus junction to bring attention to Marie Curie’s ‘Extra Hour’ campaign.

The donation — part of a coordinated effort with other brands advertising at the famous site — saw Samsung blanket its advertising artwork in yellow in support of the campaign, which aims to raise awareness of the fact that Marie Curie Nurses work through the night to provide people living with terminal illnesses with emotional support and hands-on care. The color change was accompanied by messaging that explained the campaign’s objective and invited onlookers to submit donations.

Watch the campaign paint Piccadilly Circus yellow in the video below. For more information on ‘Extra Hour’ and Marie Curie Nurses, please visit www.mariecurie.org.uk.

Samsung Electronics won 29 awards, including “Creative Marketer of the Year,” at the recent Cannes Lions International Festival of Creativity. The awards highlight Samsung’s deliberate focus on meaningful consumer-centric campaigns, as well as the company’s continued contributions to creativity and excellence in marketing.

Samsung was recognized for eleven unique marketing campaigns, each designed to demonstrate the company’s vision of enriching people’s lives and creating a better world through innovative technology and products. The company’s overarching commitment to creativity and inspiring marketing across the eleven campaigns helped Samsung become the first Korean company to be recognized as the “Creative Marketer of the Year.”

Two of Samsung’s winning campaigns, brainBAND and Voices of Life, were part of the company’s larger – and highly acclaimed – Launching People brand campaign. Launching People has been widely celebrated throughout the creative industry, including at last year’s Cannes Lions, for its innovative approach to demonstrating social value and engaging consumers to share their ideas with Samsung in pursuit of their dreams.

brainBAND, a wearable solution for prevention and monitoring of concussions during high impact sports, was one of the festival’s major winners. The campaign took home six awards including the Gold award in the Use of New Technology category. Voices of Life, an application solution that allows premature babies in an incubator to listen Mon’s voice and heart beat and feel closer to Mom, won Silver award in the Online Video category, recognized with its touching story. Blind Cap, a wearable band and swimming cap that alerts visually impaired swimmers as they approach the end of a lane, won two awards including Gold in Activation by Proximity category. The device, which has already helped many improve their times, has been approved by the Spanish Paralympic Committee and may be ready for use at this year’s Rio Paralympics, of which Samsung is an official sponsor.

“Wining “Creative Marketer of the Year”, the world’s most acknowledged award for marketing, is the outcome from the close collaboration of all marketing employees at Samsung and agency partners” said Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics. “We will remain focused on expanding Samsung’s brand philosophy by delivering meaningful innovation and human-centric marketing campaigns ultimately to make Samsung the most loved brand,”

This year marks the 63rd anniversary of The Cannes Lions International Festival of Creativity, the largest global gathering of more than 15,000 creative communications, advertising and marketing professionals. Hosted annually in Cannes, France, this year showcased more than 43,000 works across 24 categories, ranging from TV ads to press, outdoor and online public relations and marketing.

Samsung Electronics, the worldwide leading TV brand for ten years running, announced today that it will expand its ‘THIS IS TV’ brand campaign to social media. The initiative will consist of an online contest and a series of offline events in key cities, aiming to connect consumers with the world through the true-to-life picture quality of Samsung Quantum dot  SUHD TVs. Consumers, using hashtags #TVTransports and #ThisIsTV, can leverage Samsung SUHD TVs and their ability to transport consumers to the places they dream to visit.

“Samsung has been working to strengthen TV’s role as a platform that connects people and brings them together to enhance their everyday lives” said Moon Soo Kim, Executive Vice President of Samsung’s Visual Display Business at Samsung Electronics. “By expanding ‘THIS IS TV’ to social media, we hope to share the value of Samsung Quantum dot SUHD TV with more consumers, provide them with once-in-a-lifetime experiences in real-time. Samsung will continue to deliver the true value of Samsung SUHD TV through various ways and stories.”

Bringing Unexpected Destinations to Consumers in Real-time

Earlier this year, Samsung kicked off its ‘THIS IS TV’ brand campaign starting with a series of videos highlighting the value of Samsung Quantum dot SUHD TVs through its features. Now, to provide consumers with the opportunity to physically experience the value of Samsung’s latest technology, Samsung will kick-off a social campaign starting with offline events in key markets around the world. Beginning with Jakarta, these activations will gradually expand to other markets including Singapore, Berlin, Sydney and Milan.

To help raise awareness about the ‘THIS IS TV’ social campaign, Samsung will install experience zones in unexpected places. These pop-up experience zones will take unsuspecting attendees to exotic destinations on realistic, true-to-life screens of Samsung Quantum dot SUHD TVs – as if they were actually transported.

The moments that these surprise events happen, as well the reaction from those who took part, will be posted on Samsung participants markets’ social media channels to share the reality of the experience and invite their friends to take part in the social media campaign.

Transporting Consumers to Their Dream Destinations

To provide consumers with more chances to participate in the campaign, and learn more about the true values of Samsung Quantum dot SUHD TV, Samsung will run social media contests across Facebook and Instagram.

Consumers will be invited to share the dream destinations they want to experience with Samsung Quantum dot SUHD TV. They can take part by creating unique images which express their dream destination in creative ways and sharing them on their personal social channels with the hashtags #ThisIsTV and #TVTransports.

Each week, winners will be selected to win various prizes, such as travel vouchers and/or Samsung Quantum dot SUHD TVs that can help them connect them with their dream world. Each market will run the contest for a number of weeks, and each market will reward a number of prizes.

For more information on the “THIS IS TV” Social Campaign, please visit the Samsung Facebook and Instagram in each market.

About Samsung’s ‘This Is TV’ Campaign

Earlier this year, as part of the larger “THIS IS TV” campaign, Samsung unveiled a brand campaign where it showed how the world can connect through the stunning visual display of a Quantum dot SUHD television.

More recently, the campaign released three additional videos highlighting the picture quality, design and smart functionality of the 2016 products. Each video serves as a short film that brings to life the benefits of Samsung’s latest advances in TV.

For more information on the “THIS IS TV” campaign, please visit the dedicated landing page on Samsung’s website at http://www.samsung.com/global/tv/blog/why-this-is-tv.html. For all of the latest Samsung news, please visit news.samsung.com.

About Samsung’s Social Media

Samsung Electronics has built strong presence on extensive social media platforms, especially emerging platforms such as Instagram, to engage with millennials and younger generations around the globe. Samsung, as a leading social media marketer with a well-established global social strategy reaches more than 200 million global social media fans across their social media.

As the planet faces a growing list of problems, from climate change and pollution to environmental degradation and resource depletion, the preservation and conservation of the environment has never been more significant.

Recognizing these challenges, and acknowledging its responsibility to work toward solving them, Samsung Electronics has aimed to carry out various environmentally-focused campaigns in all corners of the globe. In honor of the United Nations’ World Environment Day (WED) on June 5, Samsung Newsroom would like to introduce some of them.

Environmental Cleanup Activities

Among Samsung’s campaigns include those directed at making Earth a cleaner, healthier place to live. Leading by example, Samsung employees around the globe have personally participated in environmental cleanups, end-of-life (EOL) recovery campaigns and community tree plantings.

Panama

On May 31, 2015, 17 employees of Samsung Electronics Panama, along with 325 other volunteers, collected litter on a beach in Casco Viejo, Panama. The cleanup aimed to conserve one of Panama’s coastal environments; over 3,800 kilograms of trash was collected during the event.

United Kingdom

On September 18, 2015, employees of Samsung Electronics UK visited West Wittering Beach to clean up garbage along the shoreline.

Germany

On October 23, 2015, 54 employees of Samsung Electronics Germany celebrated Clean Business Day—a day designated by the Hessische Ministry of Environment—by cleaning up the local community.

Ukraine

From April 23 to 25, 2015 and on October 9, 2015, 150 employees of Samsung Electronics Ukraine participated in environmental cleanup activities that were organized by a local non-governmental organization. Employees planted trees in parks and cleaned up areas around the area.

Portugal

From November 23 to December 4, 2015, Samsung Electronics Portugal conducted an EOL recovery campaign with the employees and customers of a local Samsung Electronics service center. As a result, about four tons of EOL products including computers, mobile devices and batteries were recovered, with 500 kilograms of the devices from employees. Samsung Electronics Portugal used the profits from the EOL recovery to purchase four Samsung TVs and donated them to a Lisbon-based hospital. On World Environment Day last year, Samsung Electronics Portugal held a test-drive event with 50 of its employees to encourage the use of electric-hybrid vehicles. They also made a poster that raised awareness of existing environmental problems.

Romania

For the past five years, Samsung Electronics Romania has actively maintained its partnership with ECOTIC, a recycling organization of producers and importers of electric and electronic equipment (EEE), to lead recycling activities and raise environmental awareness. Samsung employees in Romania also provided materials to Caravanaecotic, a mobile educational experience center that ECOTIC operates to educate citizens on EOL recovery and recycling.

China

During last year’s World Water Day, 1,600 employees of Samsung Electronics China worked on a campaign that encouraged the installation of water economizer faucets and promoted a more economical use of water.

Thailand

Samsung Electronics Thailand worked on widening a canal area behind its factory on WED 2015. Additionally, 70 employees took part in collecting trash around the canal.

Environmental Education

In addition to holding environmental cleanups, Samsung Electronics has also led initiatives to promote environmental education among children in the US, Panama, Colombia, Sweden and other nations.

USA

Samsung Electronics America has consistently organized educational activities focused on increasing awareness of climate change issues among the country’s youth. Through their program, Boys & Girls Clubs of America (BGCA) members were assigned tasks such as finding energy efficient products, reducing standby power consumption and visiting power plants. The best performing participants were rewarded with the latest Samsung Electronics products. The program attracted 1,038 participants from all over North America.

Panama

Samsung Electronics Panama employees led a class where they educated some 500 elementary school students about local history and traditions. They then carried out a cleanup with the students to demonstrate the importance of protecting the environment.

Colombia

Samsung Electronics Colombia conducted an eco-friendly program for elementary school students that focused on the themes of recycling used electronics and electronic waste. The program utilized “edutainment” with fun characters and songs to help children understand the importance of our environment in an engaging way.

Sweden

Last year, Samsung Electronics Sweden, along with local recycling businesses and the National Museum of Science and Technology, held a recycling education program for 75 children. Its upcycling class, which demonstrated how discarded products can be turned into new ones, was particularly popular.

Samsung remains committed to raising awareness of environmental issues, and will continue to participate in efforts aimed at making the planet a cleaner, more sustainable place to live.

Wrapping up its “Launching People – Mixed Talents” campaign in Latin America, Samsung Electronics held a creativity marathon from May 11 to May 12 in Mexico City to encourage the region’s youth to work for the democratization of access to information. The campaign aimed to encourage Millennials to propose solutions to improve the digital inclusion of children in Latin America.

The creativity marathon, entitled “Interaction for Action,” was held over a period of 15 hours, and saw teams of 60 participants—including educators, developers, programmers and NGO leaders—interact to create a solution that allows children to more easily access communication technologies. The team with the most inventive proposal received a monetary reward for their idea.

Obtaining access to technology and information, such as navigating Wrapping up its “Launching People – Mixed Talents” campaign in Latin America, Samsung Electronics held a creativity marathon from May 11 to May 12 in Mexico City to encourage the region’s youth to work for the democratization of access to information. The campaign aimed to encourage Millennials to propose solutions to improve the digital inclusion of children in Latin America.

The creativity marathon, entitled “Interaction for Action,” was held over a period of 15 hours, and saw teams of 60 participants—including educators, developers, programmers and NGO leaders—interact to create a solution that allows children to more easily access communication technologies. The team with the most inventive proposal received a monetary reward for their idea.

the Internet or utilizing smartphone applications, might be effortless for many around the world, but is still unfeasible for about half of Latin America’s population, according to a survey by Datanalisis.

This lack of access interferes directly in the educational and economic progress of Latin countries. In fact, 61 percent of Latin youth agree that the scarcity of access to technology can be a challenge and an obstacle to gaining an education.

“That’s why we chose digital inclusion as a theme for the campaign ‘Launching People – Mixed Talents’ in Latin America,” explains Mario Laffitte, Vice President of Marketing and Corporate Affairs at Samsung Latin America. “We conducted this campaign to motivate young people to interact in search of creative and innovative ideas and to show that Samsung technology can be used in a meaningful way, when combined with the thoughts and ideas of young people.”

Despite existing challenges, the majority of Millennials, the cohort of 18- to 29-year-olds that represents approximately a quarter of the world’s population, want and believe they can make a difference in their countries.

The “Mixed Talents” campaign in Latin America, which was held in Mexico, Colombia, Peru and Chile in the latter part of 2015 to the first half of this year, has demonstrated that this powerful group of young people does in fact have the power to make a change. The initiative has also demonstrated that Samsung’s technology can be used in a meaningful way, when combined with Millennials’ ideas, like the ones presented at the creativity marathon.

“We are certain that our campaign helped to awaken the social interest of young people,” notes Laffitte. “With this, we plant a seed. From now on, there is a huge potential to alleviate the current situation.”

As Samsung’s 2015 Launching People campaign comes to an end, it is certain that future initiatives will continue to help individuals use technology to realize their dreams and reach their full potential. Launching People will also continue to bring to light creative and innovative ideas that illustrate how powerful technology can be when it comes to solving society’s biggest challenges.

Kristen and Dax return in the first TV spot as they conquer their responsibilities in the kitchen and home, and use Samsung’s new Family Hub refrigerator to prepare and pull off an epic birthday party for their daughter. Additional TV spots later this summer will also showcase the couple using Samsung’s new laundry innovations – the Front Load Washer featuring AddWash and the activewash with Integrated Touch Controls – as they tackle some of their toughest challenges like coffee stains and their kids’ mud-covered clothes.

“As the ultimate multi-tasking couple, Kristen and Dax are the perfect pair to help launch Samsung’s home appliance products this year,” said Katie Cheng, Vice President Home Appliance Marketing at Samsung. “With busy lives, young kids and a home to run, they embody millions of other families looking for new ways to manage their lives and stay connected to one another. Our kitchen and laundry appliances are built to deliver innovations that are meaningful and solve real-life challenges.”

The first ad launching this week is a 60-second spot showcasing Samsung’s Family Hub, which began airing May 9. Three 30-second spots – one each for the Family Hub, AddWash and activewash – will round out the rest of the TV ad campaign.

Samsung’s partnership with Kristen and Dax stretches back to 2014 and has spanned multiple product categories for the brand. This is the couple’s second year appearing in Samsung home appliance TV spots, following a highly successful campaign in 2015 for kitchen, laundry and cleaning products.

“We’ve worked with Samsung for several years now and are always excited to see what products they come up with next. Their new line of 2016 appliances is incredible,” said Kristen Bell. “The Family Hub is fantastic – the way it lets us keep track of our schedules, share photos and even put up our kid’s artwork means we can always keep in touch. Being able to look at your phone while you’re at the grocery store and seeing the inside of your fridge to see what you need saves time and makes everything easier.”

TV Ads are Part of Broad Integrated Marketing Campaign

The new home appliance marketing campaign includes an original digital animated film which served as a pre-amble for the overall creative campaign. The digital short film spotlights the Family Hub’s innovative camera feature, which lets consumers view what’s inside their refrigerator from an app on their smartphone. With a humorous slant, the animated short takes a look at what happens inside the fridge when the door closes. The digital film and related digital content will be featured in various forms via in-cinema placements, digital media units, and on brand and influencer social channels.

Additional creative campaign elements beyond TV spots and high-impact print ads include online videos highlighting key Family Hub features and a unique integration with Bon Appetit magazine.

To view Samsung’s newest TV ads and other Family Hub videos, visit the Samsung USA YouTube page.

To see Samsung’s latest home appliances and other products, visit http://www.samsung.com/us/.

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation.

According to a study published in 2014 in medical journal Current Opinion in Neurology, one in four people suffer from a fear of heights. Among their number are Aleksandra Poletaeva, Muhammad Umer and Fynn Jedrysek.

For people like Aleksandra, Muhammad and Fynn, simply walking up a steep flight of stairs or taking a glass elevator can be a terrifying experience.

“I’ve been uncomfortable with heights since childhood,” said Aleksandra. “The third floor is the most I can handle. If I try to go higher, I get really scared.”

Fynn explained that his fear of heights gets in the way of his love of travel. “I can’t even look when others are standing next to a cliff,” he said. “I want to discover challenging heights, like canyons in Norway. I want to enjoy breath-taking views without feeling anxiety.”

In many cases, however, confronting your fears can help you deal with them more effectively.

So, in an effort to tackle their fears head-on, Aleksandra, Muhammad and Fynn took part in Samsung’s #BeFearless program, part of the Launching People campaign. The campaign was created in 2013 in an effort to help people use technology to realize their dreams and live life to its fullest potential.

The #BeFearless program sought to empower young people to face inner fears that can be a barrier in daily life. The program’s developers used immersive virtual reality simulations for the Samsung Gear VR to help them in their quest.

The #BeFearless team believe virtual reality can provide lifelike experiences in a non-threatening environment and help people with fears to unleash their hidden potential. The technology is so immersive that it can make people feel as if they are, for example, atop a ladder or standing on the ramparts of a high tower, even though they need not leave their living rooms to do so.

The initiative called for volunteers who wished to take part in a four-week virtual reality coaching program and conquer their fears, including those who, like Aleksandra, Muhammad and Fynn, suffered from a fear of heights.

Training sessions involved four different scenarios, namely: riding up in a glass elevator, driving along a cliff-top road, standing on a ledge atop a large skyscraper and taking a helicopter to the summit of a mountain ski slope. Each scenario had three difficulty levels.

Although they were able to take part in sessions from the comfort and security of their living rooms, the immersive nature of the virtual reality experience made the volunteers’ scenarios feel very real indeed.

To advance to the next level, participants had to master the situation presented to them. They “passed” or “failed” tests based on scientific and medically proven criteria, such as changes in heart rate, measured using Samsung Gear S smartwatches, eye level (percentage of time spent looking down) and self-assessed anxiety checks.

Muhammad, 20, imagined that his fear of heights would scupper his lifelong dream of becoming a pilot.

In fact, he was on the verge of starting down another career path altogether before his experiences with #BeFearless.

He explained that his Gear VR sessions were incredibly realistic, saying, “At first I just wanted to hold onto something because they were so lifelike. It got scarier with each higher level I moved on to.”

But as Muhammad progressed with his program, he noted that his fear was slowly turning to enjoyment.

He said, “I got an adrenaline rush when I was using the VR. The whole concept of looking down excites me now and I would like to do it for real.”

His pilot dreams, it seems, are now back on track. See how Muhammad got on here.

Aleksandra, 26, also says she feels she has overcome the worst of her fears. She works for a company based on the 25^th floor. And while her workmates have all long appreciated the view from Floor #25, Aleksandra says it once left her feeling terrified.

Her experiences with #BeFearless turned all that around. “At first, being in unexpected VR situations scared me. But as I repeated them, I felt less and less anxious.”

By the end of her program, Aleksandra was able to walk over to the windows in her office and take in some magnificent views of the city below.

See how Aleksandra overcame her fears here.

And Fynn, 23, also explained that he now feels more confident than ever. He said, “It was really a step into another world for me. Every time I did it, I got braver. Now I want to go a step further. I want to go higher than ever.”

After four weeks of progress, Fynn and his fellow heights-fearing participants were invited to demonstrate their progress in Dubai, with a dizzying zip line adventure that took them high above a popular shopping mall, and sailing over Dubai Fountain before returning to terra firma.

Watch how Fynn got along here.

The success of the #BeFearless program is based on research conducted by doctors at Yonsei University’s Gangnam Severance Hospital in South Korea. The success of the #BeFearless program is supported by research conducted by doctors at Yonsei University’s Gangnam Severance Hospital in South Korea. The researchers used VR training programs with a group of 82 South Korea-based participants. The training sessions brought about a reduction of nearly 90 percent in fear of heights and public speaking in the group.

The 82 participants were treated in sessions that made use of the same training materials applied as part of the #BeFearless program.

Read about how #BeFearless helped a group of young public speaking-fearing people overcome their anxieties here.

Samsung’s #BeFearless program was part of its Launching People campaign, a search for creative and innovative ideas that show how powerful technology can be when it comes to solving real challenges facing society. #BeFearless was aimed at today’s Digital Natives for whom technology is a powerful tool that they want to use to its full potential.

After all, in the world of fashion, being able to speak confidently about your latest designs is vital.

“I sweat and forget what I have to say,” said Salminaz. “Honestly, making eye contact makes me feel terrible.”

A study published in medical journal Psychological Medicine found that one in five people expresses fear about the idea of talking in front of large groups, making the phobia arguably one of the most common out there.

For some, the secret to conquering a fear is to face it head-on. In many phobia sufferers’ cases, taking small, gradually progressive steps in non-threatening situations can help build confidence.

To this end, Samsung pioneered its #BeFearless program for the Samsung Gear VR, part of Samsung’s Launching People campaign. The aim of the campaign, created in 2013, was to help people use technology to realize their dreams and live life to its fullest.

#BeFearless called for volunteers to take part in immersive, four-week, step-by-step virtual reality coaching programs to overcome their fears. Equipped with the Samsung Gear VR, they found themselves in a range of potentially daunting scenarios, made even more real with lifelike audio.

The scenarios comprised three public situations. These included a school setting that required participants to engage in discussions and presentations. There was also an office setting that included a job interview, a business meeting and a conference.

The third setting introduced social situations, culminating in a toast at a wedding and a daunting awards speech.

Each scenario comprised four levels of difficulty, and participants were encouraged to repeat levels until they felt completely confident. To advance to the next level, participants had to “pass” stages.

Their tests were based on scientific and medically proven criteria, such as changes in heart rate, measured using Samsung Gear S smartwatches, amount of virtual eye contact and self-assessed anxiety checks.

Before Salminaz began on the #BeFearless program, she said, “My biggest dream is to speak to an auditorium full of people and feel confident and active.”

And after four weeks of concerted effort via her VR training, she was able to do just that – successfully delivering a talk in front of a large crowd at Dubai’s Courtyard Playhouse theater.

Following her four-week program, Salminaz was all smiles. “It was a great idea,” she said. “The program helped me get over my fears.”

Take a look at how Salminaz progressed here.

Another volunteer, Maria Melkosyants, 25, aspires to be a teacher, but explained that her aversion to the idea of talking in public situations has the potential to hold her back.

“Communicating with a big groups, especially people I don’t know, is always emotional,” she said. “I have to meet students, tell them things and help them. That might not sound scary to some, but it makes me feel very afraid.”

Maria felt the program helped her come out of her shell in a way she felt comfortable, explaining, “I felt calm knowing that I was doing everything at home in front of virtual people.”

And her VR experiences helped her build the confidence that she had been lacking, resulting in a real-life teaching demonstration in front of actual students.

She said, “Gradually I started to speak – I started to feel confident that I could do it, as I felt like I’d done it before.”

See how Maria got on here.

Franziska Eichenaur, 19, is another for whom fear of appearing in front of people creates obstacles. She is a student whose academic work includes making presentations in class.

Said Franziska, “Speaking in front of big crowds makes me feel insecure. But I’d really like to be able to reach people with what I say and the way I present myself.”

Franziska was also transformed by the VR training, noting, “The training helped me so much. I felt a wave of positivity that just carried me away. And since I have achieved that, I really want to show it to others.”

Like Salminaz, on completion of the program, Franziska was able to overcome her fears and take to the stage in Dubai. Watch Franziska’s story here.

The success of the #BeFearless program is supported by research conducted by doctors at Yonsei University’s Gangnam Severance Hospital in South Korea. The researchers used VR training programs with a group of 82 South Korea-based participants. The training sessions brought about a reduction of nearly 90 percent in fear of heights and public speaking in the group.

The 82 participants were treated in sessions that made use of the same training materials applied as part of the #BeFearless program.

Read about how #BeFearless helped a group of young heights-fearing people overcome their anxieties here.

Samsung’s #BeFearless program was part of its Launching People campaign, a search for creative and innovative ideas that show how powerful technology can be when it comes to solving real challenges facing society. #BeFearless was aimed at today’s Digital Natives for whom technology is a powerful tool that they want to use to its full potential.

Read more:

Samsung Electronics Invites European Consumers to Take a “10 Minute Break” with Galaxy Accessories

Samsung has officially kicked off its Galaxy S6 and S6 edge marketing campaign to introduce the stunning form and breathtaking innovation of the all new Galaxy. As part of the Next is Now campaign, an inspiring TV ad, entitled “Anticipation,” created by critically acclaimed director Mark Romanek, has been unveiled.

Whether it’s the first drop on a rollercoaster, the first swing at the birthday piñata or the first performance on stage, the anticipation for what’s next always gets one’s adrenaline pumping. A new brand campaign for Samsung’s highly anticipated Galaxy S6 and S6 edge release seeks to capture and convey those same feelings.

The Next is Now campaign, for the completely redesigned Galaxy S6 and S6 edge, is part of one of Samsung’s biggest launches in recent years. Next is Now will be featured around the globe, supporting all campaign components, including television, digital, experiential, OOH and retail activations.

“Anticipation,” a 60-second spot that will air online and on broadcast television, follows several people’s suspenseful experiences during intimate and public moments, highlighting the Galaxy S6’s role in the anticipation. British singer-songwriter Rita Ora, a rising star and one of the hottest style icons of today, is featured in the campaign and can be seen recording her latest track, “New York Raining,” in the studio.

The ad emphasizes the Samsung Galaxy S6 and S6 edge’s beautifully crafted edge designs and powerful performance capabilities, including camera and wireless charging proficiencies, with the message that owning one of these devices is comparable to holding the future in one’s hands.

A series of additional TV ads that focuses on specific features of the Galaxy S6 and S6 edge have also been developed.

The commercials were directed by Mark Romanek. He has worked on ad campaigns for several global brands and his commercials, music videos and films have garnered critical acclaim. His music videos have won more than 20 MTV VMAs, two Grammy Awards and three Billboard Music Awards, while his ads have landed him both a Cannes Lion and AICP honors.

In addition to “Anticipation,” which demonstrates the multiple benefits of the latest Galaxy models to the consumers, a series of the television advertisements are scheduled to be released, featuring a more in-depth look at the stories of the individuals in “Anticipation.” You can watch each of the commercials in the links below.

Edge Design – Samsung Galaxy S6 edge Official TVC

Camera – Samsung Galaxy S6 Official TVC

Fast Charging – Samsung Galaxy S6 Official TVC

Wireless Charging – Samsung Galaxy S6 Official TVC