Samsung Electronics Australia today announced it will be launching a major masterbrand campaign, staring Australian actor Simon Baker, to communicate the company’s ‘Turn on Tomorrow’ brand positioning. The campaign has been initiated and briefed locally by Samsung’s Corporate Marketing team with creative developed by Leo Burnett Sydney.

“The ‘Turn on Tomorrow’ masterbrand campaign captures Samsung’s commitment to bring to market tomorrow’s technology today, with industry leading innovation that transforms how we live, featured across a range of Samsung’s products, from robotic vacuum cleaners and multi-feature refrigerators to state-of-the-art 3D televisions and new smartphones with incredible connectivity functionality,” said Jai Sanderson, Corporate Communications Manager – Corporate Marketing Division, Samsung Electronics Australia.

“Simon was the perfect choice to represent this new chapter for the Samsung brand, as supported by local research which showed him to be a match with Samsung’s brand values, making him the ideal figurehead for our brand,” added Sanderson.

The campaign is currently in development and is expected to run later this year. [SOURCE]