Created by its globally-aligned agency FCB, the campaign includes television, print and outdoor. The launch will cover major markets, including China, India and the host nation.
The consumer electronics giant is using the Asian Games to show how the company and the games bring people together in keeping with Samsung's main positioning line 'Everyone's Invited', according to Richard Nunn, FCB regional director of client services.
The commercial opens with an Asian Games spectator sending a picture of the stadium to friends using his Samsung mobile phone, followed by people getting together to watch the event on Samsung television sets.
According to Nunn, it is important to have Samsung products in the advertising because the company is the games' official partner in the audio visual, home appliances and wireless telecommunications equipment categories.
Nunn adds that a campaign could have been created focusing solely on the Asian Games with just the Samsung logo at the end, but "Samsung is spending US$20 million sponsoring this event so it is a big investment and they need to get the money back on that".
Il-Hyung Chang, Samsung senior vice-president in charge of sports marketing, said: "The Asian Games is Asia's biggest event and a natural extension to our involvement in the Olympic partner programmes.
"Involvement with these prestige events is a reflection of our corporate and product positioning both regionally and globally."
Samsung has been an Asian Games sponsor since 1986 as well as a sponsor of the 1988 Seoul Olympics and the 2000 Sydney Olympics.
The conglomerate will also sponsor the 2004 Olympics in Athens.
