Mechta.kz & Samsung.kz
Marketing Department Samsung.kz
Head of TV/AV Marketing Part - Dias Kozhin
TV/AV Marketing specialist - Ruslan Bairamov
Marketing Department Mechta.kz
Deputy Director of Marketing - Rimma Kaparova
Senior creative & content manager - Alimzhan Torgombayev
Content manager - Merey Smailova
Senior designer - Asylan Aidzhanov
Art Director - Ayan Nurgazinov
Designer - Murat Iskak
Designer - Assel Alakayeva
Designer - Sofya Botsan
Digital marketer - Ilya Gribak
Copywriter - Lyudmila Borissova
Marketing manager - Alina Dubrovskaya
Marketing manager - Aidyn Argyn
Head of the Department for Work with Counterparties - Serik Mukhangali
Manager of the Department for Work with Counterparties - Karina Baimagambetova
Manager of the Department for Work with Counterparties - Serik Aitzhanov
Ablay.agency: production
Director: Ablay Kairzhanov
Producer: Ali Yerdenov
DOP: Almas Baltabaev
1AD: Sabina Utegenova
Problem: In the home appliance and electronics market, advertising often focuses exclusively on product characteristics - power, screen resolution, operating speed, and so on. However, this approach, although informative, does not evoke an emotional response in the viewer. Such videos are perceived as boring and formulaic, and often do not hold attention.
Task: Create advertising that does not simply demonstrate the product characteristics, but also tells a story with which the viewer can associate themselves.
Idea: We decided to create an emotional ad using Father's Day, which was introduced in Kazakhstan in 2023. Inspired by the insight that fathers often allow their children to do things that mothers forbid, we shot a video that plays on these features of the relationship between fathers and children.
In the video, a father and son spend time together in different locations, enjoying adventures and fun moments. However, at the end of the video, it is revealed that all these moments took place at home in front of a Samsung TV. This idea emphasizes the importance of shared family time that can be spent without leaving home and emphasizes the emotional connection between father and son, creating a warm atmosphere around the brand.
The role of Samsung TVs in this advert is to highlight their ability to transform ordinary moments into magical adventures.
The TV becomes a window into a fantasy world that opens up new possibilities. Thus, the Samsung TV plays a key role in creating these magical moments, helping fathers and their children create unforgettable memories.