It’s not every day you hear a cat say ‘wow’. Yet impressing a grouchy feline is the storyline for Samsung’s new humorous campaign, to launch its Neo QLED 8K TV.

To mark the launch of its newest flagship TV, Samsung has enlisted BBH Singapore. The spot tells the story of a man on a mission to make his grumpy cat say ‘wow’ again.

Based on the insight that people watch TV for escapism and entertainment, the campaign focuses on providing audiences with a dose of humour. The light-hearted spot follows the journey of a man and his cat. For an enthused cat owner the new Samsung Neo QLED 8K TV is the only thing that can wow his unimpressed feline. 

The film starts with a cat called Bebo sitting on the balcony watching a brand-new Neo QLED 8K being delivered to a neighbour and reacting with a ‘wow’. Unaware of what has impressed Bebo, his owner sets out on a mission to impress his cat with a series of increasingly elaborate and desperate attempts to make him say ‘wow’ again. Just when he thinks that all hope is lost he switches on the Neo QLED 8K, and Bebo says ‘wow’ once again.

The fun, feel-good slot was created by BBH Singapore brought production company, Immigrant Studio by director Rodrigo Saavedra. The engaging, fun narrative connects with audiences whilst also showing off the product in action, showcasing its strong credentials. 

“The Neo QLED 8K sells itself. All you have to do is experience it. This sheer confidence in our innovation became our communication strategy. If the world’s toughest critic can’t help but be impressed by the experience, so will our customers.” added Hyun Min Chun, Head of IMC at Samsung Electronics.

While the spot seems simple and fun, production shared that getting the final ‘wow’ right was not easy. It took around 30 takes from the voice actors to land on the right ‘Wow’ – one that is funny and believable in equal measure –to give the film its perfect ending. Yet, ever the professional Bebo the cat was able to nail their takes time and time again.

The campaign runs from April onwards and includes a version of the global creative film in partnership with Disney+ running on TV, social media and OOH including London’s Piccadilly Circus.

Through the power of humour, the light-hearted spot is able to impact audiences both with memorable engaging narrative and product shots that capture the imaginations of audiences.