Samsung Electronics Australia has signed Australian actor Simon Baker of The Mentalist fame to front its new brand campaign.

The actor and the campaign will be communicating the company’s ‘Turn on Tomorrow’ brand positioning.

The locally developed campaign, set to air later this year and created by Leo Burnett, will be around Samsung’s pursuit of a better future through delivering product and service innovation. The campaign will communicate the company’s technical innovation across audio visual, IT, telecommunications and white goods categories.

Lambro Skropidis, head of corporate marketing, Samsung Electronics Australia, said: “We believe now is the right time to communicate to Australians not only our diverse product offering, but more importantly our drive to always stay one step ahead of the market and deliver genuine technological innovation that improves people’s lives.”

He added: “Simon was the perfect choice to represent this new chapter for the Samsung brand as he is excelling in his field, passionate about what he does and driven to succeed, making him the ideal figurehead for our brand.”

Baker is an Australian film and television actor who is currently the star of Channel Nine’s television series The Mentalist, and has starred in films including The Devil Wears Prada and L.A. Confidential.

The new campaign is expected later this year. [Source]