Absolute Post

London, United Kingdom
TitleJames and Wilf
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Campaign James Corden and his alter ego Wilf launch Samsung Galaxy
Advertiser Samsung Electronic
Brand Samsung Mobile
Date of First Broadcast/Publication
Business Sector Mobile Telephones & tablets
Story

Forget about pre-order day for the Apple Watch. It's also launch day for the Samsung Galaxy S6 and S6 Edge, which means ads for the smartphone are rolling out all over the world. 

Philosophy

The two most notable spots come from Cheil U.K. and 72andSunny for the U.K. and global markets, respectively. The Cheil spot stars James Corden twice over—as himself and his alter ego, an obnoxious commercial director named Wilf Meltson. It's the kind of self-aware celebrity-pitchman work we've seen a lot lately, even if Corden doesn't get as self-hating or downright scornful as Neil Patrick Harris or Ricky Gervais. 

The two most notable spots come from Cheil U.K. and 72andSunny for the U.K. and global markets, respectively. The Cheil spot stars James Corden twice over—as himself and his alter ego, an obnoxious commercial director named Wilf Meltson. It's the kind of self-aware celebrity-pitchman work we've seen a lot lately, even if Corden doesn't get as self-hating or downright scornful as Neil Patrick Harris or Ricky Gervais. 

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