| <%if(!(request.getParameter("fullrss") != null)) {%>
<% } %> |
Samsung Electronics has set its goals on spreading Olympic spirit with help from a 60-second TV spot set to launch tonight during the opening ceremonies of the Vancouver 2010 Olympic Games.
The spot from Cheil Canada opens with Calgary Flames’ captain and Team Canada player Jarome Iginla scoring a goal during an Olympic game.
An excited fan gets out his phone to text his friend. The words float out from the screen to form a snowflake, which travels across Canada, touching various people along the way.
The campaign builds on Canada’s love of hockey, and encourages Canadians to share Olympic moments using a Samsung mobile phone, said Noreen Santilli, creative director at Cheil Canada.
"Hockey seems to be a huge focus for this Olympics," said Santilli.
"The hopes of the nation are really up for [a gold medal win]… And there’s really a lot of buzz around the hockey team and everyone’s saying this could be the best team ever," she said.
Santilli said the Olympics is often made up of moments that Canadians want to share with their friends be it by talking with them or through text and pictures–all possible with a Samsung cellphone.
Samsung is the worldwide Olympic and Paralympic Partner for wireless communications equipment, as well as a Team Canada sponsor. The spot features the OMNIA II model, which is the official cellphone of the Games.
Samsung has also launched its Wireless Olympic Works (WOW) app that will provide real-time updates to users during the Olympics.
A 30-second version of the spot launched Feb. 6 during CTV’s one-hour special, The Great Tournament that featured filmmaker Francis Damberger as he takes his son Joe on the quintessential Canadian road trip to Vancouver.
A second 30-second spot featuring Hayley Wickenheiser, a 16-year member of the women’s national team, will also air during the Olympics.
"There’s a great synergy with these spots because no one can touch Canada when it comes to hockey and no one can touch Samsung’s extensive and innovative line-up of phones," said Paul Brannen, general manager, mobile communications, Samsung Electronics Canada.
In addition to the TV spots, a newspaper campaign is running in The Globe & Mail until the end of the Games.
