David Beckham launches the London Olympic Games for Samsung Galaxy SIII smartphone

Cheil Worldwide has produced a new global commercial for Samsung Electronics to make London 2012 “Everyone’s Olympic Games”. It will be aired in 20 different countries.

The spot draws on the sense of excitement generated by the launch of the 2012 London Olympic Games and the Samsung Galaxy SIII. It shows people all over the world waiting expectantly for the games to begin and then exploding into life when David Beckham launches the games using his Galaxy S III. Ordinary citizens can share the Olympic spirit as much as a professional athlete using the Galaxy S III.

VIEW THE SPOT

David Beckham kicks a ball against a drum, signaling the beginning of the world’s biggest sporting event. Then virtually everybody – East and West, over the ground and under the ground, gets into the Olympics. Even those who don’t have the tickets can enjoy the Games through Samsung Galaxy S III’s mobile technology anywhere, so the global IT giant invites everyone for the London Olympics. One can even share Beckham’s footage using S-Beam function, a nifty phone-to-phone wireless transfer.

The English footballer, who is also an Olympic ambassador, has already endorsed Samsung smartphones by his precise kicking and eventually, playing a drum-version of ‘Ode to Joy’.

Throughout the whole campaign, the mobile brand bases its Olympic marketing activity around an “Everyone’s Olympic Games” theme.

“London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III’s opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone’s multi functions. More than just a sports spot, we aim to show how, more than ever before, it’s ‘everyone’s Olympic Games”, said Wain Choi (pictured left), Global ECD of Cheil Worldwide.

“This will be the first truly ‘social’ Olympics. Second screens (even third screens) will fundamentally change the way people experience these games. We wanted to use one of the most recognised sportsmen in the world (David Beckham) to invite the world to participate in these games as never before, through the incredible technology inside the Samsung Galaxy S3. Beckham literally ‘kicks off’ the excitement, hitting a huge gong with an amazing long range shot, as all the world looks on. He unleashes the excitement, and turns years of anticipation into active participation.” added Logan Wilmont, ECD of Cheil UK.

Samsung expects sales of Galaxy S III to top 10 million during July, breaking the company’s sales records. Samsung sold 44.5 million smartphones in January-March – equal to nearly 21,000 every hour – giving it 30.6 % market share. Apple sold 35.1 million iPhones, taking 24.1 % market share.

Creative credits: ECDs: Wain Choi, Logan Wilmont. Art Director/Copywriter: Dean Pinnington, Luke Ashton