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It is commonly known that there are 7 advertising appeals around the world; and humor is a staple one in Egyptian adverts.
Living proof of this, is Samsung Egypt’s latest commercial promoting its newly released television: the Neo QLED 8K. Equally comical and informative, the advert delivered two things: a good laugh and handful of easy-to-recall information.
So, let’s see how the leading electronics company commercially excelled yet again this time.
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Give the People What they Want: Comedy & Comedians
As per many Egyptian ads, there’s always someone who effortlessly throws the punch line and brings a smirk -or hopefully a laugh- on the audience’s faces. In this case, it was Ameer Karara as the lead protagonist accompanied by Layla Zaher, Islam Fawzi, Bazooka, and Khaled Jawad.
The 2-minute video debuts with Karara leaving his house, turning off his TV, and heading for the door when he is bombarded by Zaher who claims to be waiting for her dad but really only came to use Karara’s brand new TV. We then see Fawzi, Bazooka, Jawad, and some of Karara’s friends & family knocking on his door for the same reason all the while Karara throws comical punch lines commenting on how absurd this behaviour is but not entirely blaming them for it.
Neo QLED 8K: A Slogan You Can Easily Recall
Aside from the well-received comedy sketch, Samsung Egypt’s commercial possessed another virtue: a memorable tagline.
Titled “تلفزيون ميتشبعش منه”, the video title translates to “TV, you cannot get enough of”; a fitting description for the company’s product seeing as how by the end of the video, nearly 17 people were gathered around Karara’s TV.
Samsung Egypt Masters Implicit Story-Telling
One rule of thumb most brands know -or should know- is to not straight sell your product features in a dumping-like manner. And Samsung’s latest ad leads by example in this domain.
Throughout the ad, we see the actors disseminating some of the TV’s features amidst their conversation; which made the commercial more digestible for its audiences while emphasizing the product’s features:c
1- 8K Resolution
At the beginning of the ad, we see Karara’s neighbour admiring the TV’s 8K Resolution and its reality-like display; with Zaher commenting on how it fully immerses you in the film you’re watching. Samsung’s Neo QLED 8K possesses a total of 33 million pixels; which is four times the number of pixels as 4K, and allows you to experience unmatched picture quality thanks to its extreme black contrast on the big screen.
2- Built-in Smart IoT Hub
Following that, we see Karara closing using his remote to open his curtains -which are controlled by the TV- only to find Jawad trying to peek into his house; stunned by this feature as well. This feature allows you to entirely manage your home from the comfort of your couch.
3- Motion Accelerator Turbo+
Another one of Samsung’s new TV features that was communicated in this ad is its motion accelerator turbo+; a feature that eliminates lag and motion blur in high-speed games, movies, and sports. It also allows you to play games with a massively high scanning rate of 4K@120Hz through HDMI 2.1; a feature that would please all gamers. It was Karara’s nephew who was impressed with this feature; fittingly enough for his fast-paced and tech-savvy generation.
4- Dolby Atmos Sound
Samsung’s TV also comes with another impressive feature; and that’s the Dolby Atmos sound effect and OTS + technology; which emits 3D surround sound in parallel with the exhibited movement. This was commented on by Karara’s neighbours who also bombard him at home to use his TV.
5- The Freestyle
And finally, Karara’s nephew once again uncovers a very appealing smart device: The portable Freestyle LED projector that can be taken anywhere and can be connected to any Samsung TV and the applications installed on it. It also connects to WIFI and displays up to 100-inch videos.
Additional Features of the Samsung Neo QLED 8K
In addition to the impressive aforementioned features, the Samsung Neo QLED 8K TV also comes with:
- Quantum Matrix Technology Pro: Ultra fine contrast that brings out hidden details
- Neural Quantum Processor: Samsung’s TV comes with a robust quantum processor with deep learning that creates the most precise and adaptive experience for viewers. Scene-by-scene, the processor optimizes the video to your viewing condition and improves its content.
- Infinity One Design: The TV also provides viewers with a seamless watching experience due to its minimalist slim profile.
The Neo QLED 8K Gains Nation-Wide Attention
Released on June 8th, the advert quickly generated comical responses from its audience and substantial viewership across Samsung owned social media platforms and endorsed by celebrities and influencers who were featured in the copy.
Between Karara’s inherent sense of humor and his fellow actors throwing punch lines left and right, the advert was a feel-good comedy rather than a straight-sell commercial.