Samsung’s campaign ‘The Idol’ leverages the legacy of Portugal’s literary icon Fernando Pessoa to position the brand at the intersection of heritage and cutting-edge technology. By bringing to life Pessoa’s long-unproduced screenplay through a modern cinematic project, shot entirely on the Samsung Galaxy S21, the campaign underscores Samsung’s promise of innovation and creative empowerment. It suggests that Samsung’s technology enables new forms of artistic expression, breaking conventional boundaries and honoring cultural history simultaneously.
The campaign’s market strategy hinges on the insight that the Portuguese audience has a deep cultural connection and pride in Fernando Pessoa’s multifaceted genius, extending beyond his poetry to lesser-known roles such as screenwriting. By reviving and showcasing his work in a contemporary format, Samsung aligns itself with values of creativity, tradition, and innovation. The use of the Galaxy S21 not only demonstrates the phone’s professional-grade filming capabilities but also appeals to tech-savvy consumers and creatives who seek versatile tools for content creation. The narrative approach—telling a uniquely national cultural story with globally relevant technology—targets both local audiences who value cultural heritage and a broader demographic interested in how technology redefines artistic production. Overall, the campaign blends storytelling, cultural reverence, and product demonstration to reinforce Samsung’s position as a facilitator of contemporary creativity rooted in historical depth.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign fits FORMAT#12 because it borrows and pays homage to the cinematic genre, centering around a "movie trailer" for a film adaptation of Fernando Pessoa's manuscript. The creative device is the staging of an actual film project—“The Idol”—using the allure of literary celebrity and cinematic convention, but the real aim is to showcase the Samsung Galaxy S21 as the extraordinary movie-making tool. The product's capability is proven through the borrowed structure of a high-profile movie launch, aligning Samsung with high culture, storycraft, and technical prowess by leveraging the recognizable tropes and excitement of the film industry. This strategic use of an external narrative format (the movie trailer) is classic borrowed-format advertising rather than simply telling a story or offering a mere demonstration of product benefits.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Apple – Market Positioning
Apple positions itself as a premium technology brand emphasizing seamless integration across its ecosystem, sleek design, and user-friendly interfaces. It differentiates through innovation, strong brand loyalty, and a focus on privacy and security, catering to consumers seeking high-end, reliable electronics with a rich app and service environment.
2. Huawei – Market Positioning
Huawei competes by offering cutting-edge technology at competitive prices, with a focus on advanced camera capabilities and 5G innovation. It emphasizes its research-driven approach and expansive product range, targeting tech-savvy consumers and emerging markets while balancing quality and affordability.
3. Xiaomi – Market Positioning
Xiaomi is known for delivering high-quality, feature-rich electronics and smartphones at aggressive price points. It adopts a direct-to-consumer sales model and leverages online channels, appealing to value-conscious consumers by combining innovation with affordability and a strong community-driven brand.
4. Sony – Market Positioning
Sony leverages its heritage in electronics and entertainment to position its products as premium devices with superior audio-visual performance. It focuses on integrating cutting-edge imaging, gaming, and multimedia technologies, appealing to consumers seeking high-quality and immersive technology experiences.
5. OnePlus – Market Positioning
OnePlus differentiates itself by offering flagship-level smartphone performance with a focus on speed, smooth user experience, and community feedback. It appeals to tech enthusiasts and younger demographics by combining high-end hardware with a clean, fast operating system at a relatively accessible price point.
Q: What is The Idol about?
A: The Idol is a 2021 content campaign created by Samsung in partnership with the Portuguese agency Uzina, set in the electronics and technology market. It brings to life the first-ever film written by Portugal’s iconic poet Fernando Pessoa, based on his manuscript “Note for a thriller, or film.” Directed by Pedro Varela, the film was uniquely shot entirely on the Samsung Galaxy S21, blending cultural heritage with modern technology. The campaign centers on a transatlantic journey involving 20 sealed boxes and a priceless object, showcasing Samsung’s innovation through a cinematic narrative deeply rooted in Portuguese literary history.
Q: What creative device does The Idol use?
A: The Idol employs FORMAT#12 PARODY OR BORROWED FORMAT from Clapboard’s 12-format taxonomy, which involves borrowing and paying homage to established pop culture genres—in this case, the cinematic movie trailer. The campaign stages an actual film project based on Fernando Pessoa’s screenplay, using the familiar structure and excitement of a high-profile movie launch. This borrowed format serves to highlight the Samsung Galaxy S21’s professional-grade filming capabilities while aligning the brand with cultural prestige, storytelling craft, and technical innovation.
Q: What is the campaign proposition for The Idol?
A: The Idol positions Samsung at the intersection of cultural heritage and cutting-edge technology by reviving Fernando Pessoa’s lesser-known role as a screenwriter through a modern cinematic project. The campaign targets Portuguese audiences who hold deep pride in Pessoa’s multifaceted genius, as well as global consumers interested in creative innovation. By showcasing the Galaxy S21’s advanced filming capabilities, Samsung communicates that its technology empowers new artistic expressions, bridging tradition and modernity to reinforce its role as a facilitator of contemporary creativity.
Q: How does The Idol rank in Clapboard’s archive?
A: The Idol holds a Clapboard Campaign Score of 69/100, reflecting its creative ambition, execution quality, and cultural relevance. This score is issued by Clapboard’s global ad archive as an objective measure of the campaign’s overall impact within its category and creative landscape.
Q: Who are the competitors in Samsung’s category?
A: Samsung competes with brands such as Apple, which positions itself as a premium technology provider emphasizing seamless ecosystem integration, sleek design, and privacy; Huawei, which focuses on advanced camera technology and 5G innovation at competitive prices; Xiaomi, known for delivering feature-rich electronics with aggressive pricing and a strong community-driven approach; Sony, leveraging its heritage in electronics and entertainment to offer premium devices with superior audiovisual performance; and OnePlus, which targets tech enthusiasts with flagship-level performance, speed, and a clean user experience at accessible prices.
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