SANTA MONICA, CA, November 28, 2007 – THE VIRAL FACTORY recently collaborated with Cheil Worldwide on three completely unbranded spots promoting Samsung‘s new DuoS mobile phone. The product accommodates two SIM cards so subscribers can maintain home and work numbers on one phone.
THE VIRAL FACTORY USA handled production chores on the spots, titled "Bowling", "Pen", and "Pigeon". THE VIRAL FACTORY contributed the creative on "Bowling" and "Pigeon," with creative on "Pen" coming from Cheil.
The DuoS virals are part of a juggling-themed campaign running on multiple media platforms in Russia (TV, print, internet, etc). All three spots involve accidents that occur whilst juggling and drive traffic to http://jonglers.ru/, devised by Cheil to showcase the phone.
Since debuting just a few weeks ago, the viral campaign – targeting males and females 18-34 – has fared quite well, with "Bowling" alone amassing almost 2 million views.
Set in a bowling alley, the spot appears to be shot on a mobile phone and captures a man’s impromptu exhibition juggling three bowling balls – one of which goes astray, conking a small child on the head. The tot is helped to her feet, seemingly unharmed. The ad has sparked debate over its versimilitude, with some commenting that no one could pull off such visual trickery (heavy VFX etc) on cell phone video footage.
Juggling a "Pen" would seem a less dangerous avocation, but it’s not without its hazards.
And certainly, while there is some ammusement in skewer juggling, it is not likely to become an Olympic sport, for numerous reasons – chief among them the mess caused when a "Pigeon" gets in the way.
Advertiser: Samsung Mobile
Campaign: Samsung DuoS
Titles: "Bowling", "Pigeon"
Hit the Web: November 7, 2007
Agency: Cheil Worldwide
Creative/Production Agency: THE VIRAL FACTORY USA
Project Executive: Henry Cowling
Project Manager: Henry Cowling
Director: Sibling Rivalry with The Viral Factory
Producer: Jason Gilbert
Post Production House: Jigsaw
Offline Editor: Justin Trovato
Online Editor: Mark Leiss
Audio Post Production: Ravenswork
Mixer: Scott Burns
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Advertiser: Samsung Mobile
Campaign: Samsung DuoS
Title(s): "Pen"
Hit the Web: November 7, 2007
Agency: Cheil Worldwide
Creative Idea: Cheil Worldwide
Production Agency: THE VIRAL FACTORY USA
Project Executive: Henry Cowling
Project Manager: Henry Cowling
Director: Sibling Rivalry with The Viral Factory
Producer: Jason Gilbert
Post Production House: Jigsaw
Offline Editor: Justin Trovato
Online Editor: Mark Leiss
Audio Post Production: Ravenswork
Mixer: Scott Burns
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