SEOUL, SOUTH KOREA – September 2nd, 2025 – Samsung Electronics promotes its latest AI-enabled innovations and vision through a new global campaign, “SmartThings meets AI Home,” that was revealed today.

Thanks to SmartThings, Samsung’s global connected living platform where you can connect and control smart home devices in one place, Samsung AI Home understands what you need and helps you with various tasks, often without you even knowing. The marriage between the two elements - coined as “SmartThings meets AI Home” - serves as the central message throughout the entire campaign.

Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time. Home becomes more autonomous and adaptive, streamlining your everyday tasks effortlessly, such as turning on the robot vacuum, dishwasher, washing machine, TV, or switching off lights and closing the blinds.

Cheil worked on the global campaign, including the lead main film, in close partnership with Samsung. Told from the point of view of an unexpected narrator, the film beautifully portrays the entire family focusing on what truly matters to them – having an enriched and undisturbed quality time offered by Samsung AI Home.

“Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, Global Executive Creative Director at Cheil.

The full 360-degree campaign by Cheil will roll out globally, encompassing various types of assets and touch points such as global TVC, Samsung’s owned channels, and landmark screens including Piccadilly Circus and Times Square. Single-minded films, key visuals, and digital OOH will bring specific value pillars to life through relatable and insightful moments that take place within the AI Home.

Credits
Campaign Title: SmartThings meets AI Home
Client (Samsung Electronics): Yeji Kim, Misoo Choo, Hosun Ryu, Jongeun Lee
Creative Agency: Cheil
Global Executive Creative Director: Tal Shub
Art Director: Woohyun Lim, Jose Maria Neves
Copywriter: Drew Botcherby
Account Director: Euiyoung Kim
Account Manager: Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, Seohyeon Kim
Head of Global Planning: Eldad Heilweil
Agency Producer: Daniel Son
Media Planners: Global Media Strategy Team
Project Manager: Hyekyung Lee
Production: DUO Films, Gang Films
Director: Jason van Bruggen
DOP: Olmo Sobrino
Executive Producer: Tony Moon, Jean Villers, Matt Grousset
Producer: Lisa Myer, Teresa Masdeu
Head Of Production: Xavi Ros
PM: Pablo Martínez
1st AD: Javier Zamorano 
Editorial: UPPERCUT
Head of Production: Nicholas Markus
Executive Producer: Lisa Sadek
Senior Producer: Chris Muldoon
Producer: Harrison Draper
Editor: George Dodsworth
Assistant Editor: Allen Rounsley
Head of Visual Effects: John Geehreng
Flame Artist: Peter Oliver
Junior Flame Artist: Ernie Armitage
Visual Effects Assistant: Frankie Morales 
Post Production: The-Artery
Executive Visual Effects Producer: Vico Sharabani, Deborah Sullivan
Visual Effects Producer: Jared Biunno
Visual Effects Coordinator: Gerry Orz, Hannah Sinagra
Compositing Supervisor: Bruno Martins de Azevedo
Compositor: Abigael Kurtz, Eric Kim, Je Ho Yoo
Junior Compositor: Aaron Windmueller
Colorist: Steve Picano
Graphics Artist: Samuel Checo
Photo Retoucher: Dave Miao, Steve Warren
Music and Sound: Sorisomssi (SRSC)
Sound Supervisor: Samuel Choi
First Assistant: Min Jung Kim
Second Assistant: Ji Hyun Sim
Music Composer: Joo Yeop Kim
About Cheil
Cheil is a global network creating connected experiences that drive growth for clients, operating in 46 countries worldwide with around 7,000 employees. We provide optimized brand experiences to consumers and deliver business growth to clients through bespoke solutions connecting creativity, data, and technology. Our global network includes Cheil, Barbarian, BMB, Cheil Centrade, Cheil PengTai, ColourData, Experience Commerce, Iris, McKinney, One RX, and Social Beat.