Samsung teams up with Usher to create film for its Smart TV

Samsung has unveiled a new film starring Usher promoting its Smart TV.

Developed by digital agency Huge, the film features two Ushers facing off against each other, as “down-to-earth” Usher seeks revenge against “celebrity” Usher, all the while showing the variety of features of the Samsung Smart TV.

“Our goal was to bring Usher and Samsung together to create an artistic and provoking digital film experience that people will want to engage with,” said Ross Maupin, creative director at Huge.

“Samsung’s Smart TV is integrated into the story in a way that we feel sets a new standard in content marketing.”

Vice president Yoon Jung Lee of Samsung also added: “We can’t think of a more compelling way to demonstrate the Samsung Smart TV technology than by integrating it into the choreography of our digital film collaboration with Usher.

“This effort once again demonstrates Samsung’s commitment to developing irresistible content for our consumers that builds the Samsung brand in new and innovative ways.”

Since the film’s debut on 13 June it has received over 18 million views.