A couple of days ago Samsung unveiled a tv spot for its new Smart TV; a impressive product from the future boasting advanced voice and gesture control, which means some day soon everyone will be air-scooping tv monitors like Tom Cruise in Minority Report! The spot titled “Charge” was directed by Romain Gavras and Adam Berg for agency Somesuch & Co., and they’ve delivered a breathtakingly shot, cinematically epic 90-seconds that engages from beginning to end.
French provocateur Romain Gavras is best known for his visceral cinematic music videos; he directed M.I.A.’s controversial “Born Free” clip which involved a confronting narrative statement about genocide, and recreated the London riots for Jay-Z and Kanye’s “No Church In The Wild” vid.
The Samsung spot sticks to Gavras’s ongoing exploration with pack mentality and individuality, taking archetypal gangs throughout history and sending them raging down a beach.
Via Booooooooom
