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BACKGROUND/CHALLENGE

The Samsung 61" DLP 1080p LED HDTV was essentially a parody product. All of Samsung's competitors sold HDTVs to the exact specifications and had the same messaging--bigger, brighter, higher resolution. The challenge was to create a piece of communication which conveyed a superior HDTV. Vibrancy was a recurring theme while concepting the ad. The Samsung 61" DLP 1080p LED HDTV became a leader in its class for Samsung. It outsold its nearest competitor by 30%.