Blog News by Kineda

Samsung Mobile USA – El Plato Supreme

Seth Rogen and Paul Rudd are called in to pitch their ideas for Samsung’s Big Game ad for The Next Big Thing, but they run into some hurdles. Follow #TheNextBigThing on Twitter and see what unfolds at http://www.facebook.com/SamsungMobileUSA

Press Release
DALLAS — January 31, 2013 — Samsung Telecommunications America, LLC (Samsung Mobile) has released
a 60-second sneak-peek ad, entitled El Plato Supreme, on Samsung Mobile’s U.S. social communities as a
lead up to the 2-minute ad for the big game on February 3.

“The Big Pitch,” the full 2-minute ad, and an extended cut version with never-been-seen footage will be released
later this week. Consumers will have the opportunity to weigh in on their favorite moments and win prizes using
the hashtag #TheNextBigThing.

“The anticipation of Super Bowl ads creates a unique consumer experience,” said Todd Pendleton, Chief
Marketing Officer of Samsung Mobile. “The Next Big Thing campaign has allowed us the flexibility to tap into
significant cultural moments and relevant conversations while showcasing our innovation.”

“The Big Pitch” ad features the Galaxy family of products including the Galaxy Note™ II, Galaxy S ® III and
Galaxy Note™ 10.1.

In 2012, Samsung Mobile aired its first Super Bowl ad launching a new category of smartphones with the
Galaxy Note™. The ad, which was developed by 72 and Sunny, won the Twitter Ad Scrimmage that included
30 brands and 42 spots. The Galaxy Note™ went on to sell 10 million devices globally in 9 months followed by
the Galaxy Note™ II which sold 5 million devices globally in 2 months.

“The Next Big Thing” campaign has always been about keeping a finger on the pulse of what is current and
relevant to consumers,” said John Boiler, CEO of 72 and Sunny. “This ad represents our collaborative, real-
time approach to creating ads with Samsung. Their unique approach to marketing has given them a competitive
edge and has helped propel the brand to be one of the top 10 in the world.”