Cheil Worldwide’s latest campaign for Samsung Bespoke’s customisable refrigerators is led by a lifestyle commercial. But not a standard lifestyle commercial – happy family, “real” home setting, dog and grandma in the background. Not a standard fridge commercial either. It aims to reach millennials and Gen Z. Instead, it’s a surreal two minutes, a collection of five stories of five people with unusual obsessions, showing how each uses their bespoke fridge and granting to each Bespoke’s mark of respect.

The campaign shows that Bespoke fridges can cater to anyone’s needs and wants with their newly upgraded functions. The two-minute film which features all five stories is supported by 30-second edits, which focus on one story each. The campaign is running in South Korea across broadcast media, digital, and out-of-home.

Credits

Client: Samsung Electronics

Creative Agency: Cheil Worldwide
Creative Director: Seulki Lee
Art Directors: Seokyun Jo & Jaeyun Jung
Copywriters: Kayoung See & Habin Park
Account Director: Jihae Kim
Account Executives: Arang Baik, Sowun Wee & Sooyeun Kim
Agency Producer: Jiseong Jeon

Production Company: Gut 
Director: Hyounhaing Lee 
Executive Producer: Eunjin Park
Producer: Youngjun An
Assistant Directors: Daehee Choi, Minyoung Choi & Sookyung Lee