The UK is getting ready for TVs, digital displays and cinema screens across the country to switch off as Samsung rolls out an advertising campaign that interrupts scheduled ad breaks with several seconds of ‘TV blackout’.

The disruptive campaign is designed to trick viewers into thinking their TV has been ‘switched off’, thus highlighting the default status of the TV in the home while it is not in use. The darkness ends, with text emerging: “This is your TV screen… most of the time; a void full of nothing.” The adverts will go on to explain that Samsung QLED TVs boast an ‘Ambient Mode’, which allows TV sets to blend in with their surrounding interior design, or display imagery when not in use, meaning that consumers need never see the void again.

The #TVblackout campaign will leave a large footprint, stretching across 10 days, with over 200 TV spots on multiple channels and networks, and reaching an estimated 49 million viewers. Launching on May 25, popular Friday night viewing that will be disrupted includes Coronation Street (ITV), The Simpsons (Sky) and First Dates (C4). In an audacious move, Samsung will also air the ad during the commercial breaks of the Champions League final on Saturday May 26, informing the audience that it is “time to adjust your set.” The campaign will also take over digital displays at the iconic Piccadilly Circus, as well as interrupting the famous Pearl and Dean theme tune during the adverts before cinema screenings of “Solo: A Star Wars Story”. 

This isn’t the first time that UK viewers have been targeted by Samsung’s innovative campaigns. In November last year, Samsung premiered Washing Machine: The Feature Film at London’s Leicester Square, which layered a dramatic original score by celebrated composer Michael Nyman over the filming of a 66-minute family wash cycle. The unique project built upon the impact of a 3 min 20 sec advert featuring a QuickDrive wash cycle, which was broadcast during a complete ad break takeover of one of Britain’s most popular TV programs. 

*Samsung QLED ‘Ambient Mode’ background setting feature may vary depending on the environment where the TV is installed including, but not limited to, wall designs, patterns, and/or colours

Source: UK Newsroom

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.