The Charge

This epic TV spot promotes the new Samsung Smart TV, a television that recommends content for the viewer and can be controlled with gesture and voice. The commercial features a spectacular, headlong stampede of extreme characters from TV and film – Roman Centurions and cheerleaders, cop cars and SWAT helicopters, Maori warriors, Marie Antoinette, even a whip-wielding albino minotaur in a chariot. The commercial was shot almost entirely in-camera under varying light, and depended heavily on the skill and delicate touch of the cinematographer to deliver the beautifully cinematic final film. SLAVE // Use of Music for Film Advertising, #01296: This epic TV spot features a spectacular, headlong stampede of characters. From Roman Centurions and cheerleaders, cop cars and SWAT helicopters, Maori warriors, Marie Antoinette, even a whip-wielding albino minotaur. The montage nature of this spot, and the constant switching between hectic fast-cuts and beautiful slow motion - allowed a huge variety of music to work against the edit. The genre-crossing ‘Run’ from newly-signed band Kill It Kid hit just the right tone – modern and edgy without being gimmicky, energetic without overwhelming the action, intense without being portentous.