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Samsung shows how to be ‘the master of payments’ in humourous new global campaign for Samsung Pay

Samsung has launched a new global campaign showing that anyone can be the master of payments with its new contactless payment system Samsung Pay.

A 90-second film, by Cheil Worldwide, follows a mountain-dwelling ‘master’ and his apprentice as they shop in a supermarket. The master uses his magical powers to summon groceries into his cart, much to the shock and wonder of the other shoppers and staff in the shop.

However, it all goes wrong when the master reaches the checkout and his credit card doesn’t work, frustrating the shoppers queuing behind him and the checkout clerk. The apprentice steps in to save the day and wows everyone with his ability to pay with a simple wave of his mobile phone, thanks to Samsung Pay. The end line is: “Be the master of payments. Samsung Pay.”

Kate Oh, Executive Creative Director, Cheil Worldwide said: “Samsung creates innovative new technologies to make life easier and better for everyone, and Samsung Pay is the latest example. Playing with the codes of old martial arts movies, we created two characters — a master and his apprentice — to demonstrate just how quick and simple paying for goods can be when you use your mobile.”

Ad Agency: Cheil Worldwide
Executive Creative Director: Kate Hyewon Oh
Creative Director: Marc Mangi Baek
Art Director: Eunmin Lee, Suntaeck Kim, Hyesong Choe
Copywriter: Nahil Kang, Saehyuck Oh, Jungsuk Hahn
Group Account Director: Joo-Mee Song
Account Director: Eui Sun Chung
Senior Account Manager: Randy Woo
Account Manager: Hyun Woo Kang
Account Manager: Seulah Sophia Yoo
Agency Producer: Junyoung Park
Director: John S. Park
Production company: Addict Media Films, Seoul
2D/3D Production: Gust N Gale