- Agency: BBH Singapore
- Client: Samsung
- Category: Video Design — Commercial
- Location: Singapore
- Project Brief: Create a World Cup campaign that positions Samsung as the ultimate viewing platform for football’s biggest moments through cinematic storytelling and immersive visuals.
A commercial for a TV screen rarely reaches for opera, but Samsung's "When It Matters, Watch It on a Samsung" does. BBH Singapore ties the brand to the 2026 World Cup, treating a match as an event worthy of grandeur.
The creative leans on scale and metaphor. Giant chrome stars descend on the stadium beneath helicopters, casting players and fans as the stars of a global stage.
Music does the emotional lifting. Puccini's "Nessun Dorma," bound to football since Italia '90, builds to a triumphant climax that dwarfs the device.
The execution stays cinematic and tight. Sweeping aerials and fast cuts match the tournament's energy, landing one simple line: the biggest moments deserve the best screen.
