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The polar story

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Credits & Description:

Category: Electronics, Technology
Client: Samsung
Brand: Samsung
Media: Film
Country: Ukraine
Advertising Agency: Cheil Worldwide Ukraine
Art Directors: Alessandro Falcone, Eugene Ovchar
Copywriter: Olexander Korzh
Account Director: Olexiy Polischuk
President: Irina Solovyova
Photographer: Vladimir Tochanenko
Director: Max Ksjonda/ Dgtl Rlgn
Producer: Vitaliy Sheremetyev
Post Production: Coffee Post
Sound Design: Propeller Studio
Dop: Lena Chekhovsky
Date: July, 2017
Description:
The ad, which features the strapline “More space than you can imagine,” shows a boy counting down the days until his father returns home from work on a polar station.
Insight
Ukrainians mainly live in small apartments and dream of bigger spaces to make the lives more comfortable. They have a habit to stock up on products but they have small kitchens and do not have place to put big refrigerator. They cannot imagine that it is possible to have more space in the fridge in a small kitchen.
IDEA
Samsung Space Max has so much space inside that you can not only keep lots of food there, but can also play inside. Your imaginary world can be kept in this product.
So it is the basis of the story. Father is absent for several months, his son misses him. While father is on a polar station, the boy creates the whole polar world inside the fridge. He wants to impress his beloved father when he is back.

The TV Commercial Ad titled The polar story was done by Cheil Kyiv advertising agency for brand: Samsung in Ukraine. It was released in the Jul 2017.
Advertiser: Samsung Group
Brand name: Samsung
Agency: Cheil Kyiv
Country: Ukraine
Category: Refrigerators
Released: July 2017

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