Samsung's 'Digitall' tag takes a democratic turn

Elkin, Tobi; Snyder, Beth
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p77
Trade Publication
This article focuses on the advertising campaign of Samsung Electronics America created by AG, New York. Samsung will emphasize the human, accessible side of its brand and debut a tagline with a $10 million advertising campaign starting in October 1999. The first of the two spots will be launched during the first game of the World Series. The digital leadership work showcases the company's cutting-edge digital handheld portable and wireless products, along with high-definition TV, MP3 players and computer monitors. AG Chairman Peter Arnell said the campaign is all about very believable images of people using Samsung products all over the world. The idea is to illustrate that Samsung offerings are for everyone.


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