Samsung Home Appliance Group elevates the joy of cooking with new spot in “Chef Collection” campaign - McKinney

Samsung Home Appliance Group elevates the joy of cooking with new spot in “Chef Collection” campaign

August 25, 2014

In June, Samsung Home Appliance launched a compelling new campaign to communicate its leading innovation and state-of-the-art technology. Today, another spot airs: “L’oeuf.” French for “egg,” the title of the spot identifies its delicate star, which is perfectly cared for by the Ultra-High Capacity 4-Door French Door Chef Collection Refrigerator. It’s fancy.

The entire “Chef Collection” campaign features Samsung’s premium home appliance suite, the result of a collaboration with Michelin star-rated chefs from around the world to create the ideal appliance lineup for true perfection in the kitchen.

Said Peter Nicholson, executive creative director at McKinney, “We wanted to celebrate the Chef Collection’s product innovations combined with their aesthetic beauty that work beautifully and naturally in your home kitchen to elevate the everyday. The campaign showcases the importance of a complementary set of appliances for all a cook’s food needs, from preservation to cooking to cleaning.”

Both print and TV executions were created by McKinney New York, all of them showcasing the benefits of the appliances by focusing on the potential of what is cooked and cleaned by each. A French-accented voice-over, evoking a world-class chef, tells culinarilyy harrowing stories of food and the cookware used to make it. The appliances are portrayed as extensions of a cook.

The director of the campaign spots, Andrew Douglas, is rated one of the top commercials directors in the world, according to his website. The Directors Guild of America agreed, nominating Douglas as Best Commercials Director. He recently finished shooting on “uwantme2killhim?” We’re glad he got that out of his system before turning his cameras on our little egg.