BACKGROUND: Samsung wanted to build communication the resonated better with 8K customers—a premium segment—and go beyond features to position Samsung as the better television brand. The problem? It’s reallydifficult to show audiences how great AI 8K upscaling is if they’re not watching on an 8K screen.

SOLUTION: We created a series of spots focused on the fact that Samsung has been recognized as the Global No. 1 TV brand for 18 years. In other words, Samsung is the G.O.A.T of TVs, and who better to communicate that fact than a goat? All the spots revolved around a goat puppet who explained AI upscaling features in a fun, easy-to-understand way.