Samsung is preparing to launch a £14 million (€17.3m) marketing campaign to promote the S Recommendation and Smart Interaction features of its Smart TV range.

The eight-week TV element of the campaign begins straight away and will feature a stampede of Roman Centurions, American footballers, Maori Warriors, police cars and cheerleaders charging towards a man sitting in his armchair using the two product features to select his programme of choice.

Other elements of the campaign include print, retail, PR and digital. Media planning and buying was handled by Starcom.

Guy Kinnell, head of TV and AV at Samsung UK and Ireland, says: “Our 2013 Smart TVs continue to push the boundaries of technology and we wanted a campaign that reflects this in the most exciting way possible. We feel this activity builds on our previously hugely successful Smart TV campaigns.”

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