“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]

The star of The Mentalist has been living in Los Angeles for 13 years with his actress wife Rebecca Rigg and three children.

Barack Obama’s ascension to the presidency encouraged him to apply for American citizenship, although he will not relinquish his Australian passport.

”The only reason I haven’t done it already is I’m a huge procrastinator,” he told The Sun-Herald. ”Both my sons [Claude, 12, and Harry, 9] were born in America so they have dual citizenship.”

Baker, who turns 41 in a fortnight, said his children were Australian without trying. ”I bring them home whenever I can but in LA we’re an Aussie household,” he said.

”Sure we do the Tim Tams and Vegemite thing, but being Aussie is just about being real. No airs and graces. Our family is normal.”

As normal as it can be when dad’s an international heart-throb and the children’s godparents are the Hollywood stars Nicole Kidman and Naomi Watts.

”To me they’re not famous friends, they are just friends.”

Baker flew in for Friday’s soiree at the Museum of Contemporary Art to promote Samsung’s new campaign slogan, ”Turn On Tomorrow”. So what turns him on?

”My imagination turns me on,” he said. Baker has a similar effect on millions of women around the globe, to the eternal discomfort of his 17-year-old daughter, Stella. ”She’s not impressed with the sex-symbol thing – but I think it would be strange if she didn’t think that,” he said. [source]

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]

Written by J.C. Chandor, who also directs, the project revolves around employees of an investment bank during a tumultuous 24-hour period during the 2008 financial collapse.

Baker will portray a ruthless, high-powered securities broker who oversees the characters played by Kevin Spacey, Stanley Tucci and Zachary Quinto and drives his colleagues to win by any means necessary.

Bettany will play a top-tier trader, unabashedly unafraid of who he is even as the crisis deepens.

Quinto is producing with Neal Dodson and Corey Moosa, his partners at Before the Door Pictures. Also aboard to produce are Joe Jenckes and Benaroya Pictures’ Michael Benaroya and Robert Ogden Barnum.

The film begins shooting next week in New York.

Baker has been nominated twice for a Golden Globe and once for an Emmy for his portrayal of private eye Patrick Jane on CBS’ hit show “Mentalist”. He appears in Michael Winterbottom’s “The Killer Inside Me,” opposite Casey Affleck, Jessica Alba and Kate Hudson, which is being released by IFC Films. He is repped by CAA and Untitled.

Bettany, repped by WME, Affirmative Entertainment and Independent Talent Group, recently wrapped “The Tourist” with Johnny Depp and Angelina Jolie. He next stars as a vampire hunter in the post-apocalyptic Screen Gems flick “Priest.”