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Campaign Overview�

When you think of the ’90s, I’m sure you’re immediately transported to an era full of neon windbreakers, scrunchies, puka shell necklaces, and oversized accessories. While many aspects of the '90s are fun and worth revisiting, some things should probably stay in the past. . Case in point: the huge, bulky TVs and grainy picture quality from that era.

To launch its newest TV innovations, Samsung chose to take a big risk by embracing the past – and historical TV technology – to tell a story about the future of innovation. And after seeing the results, it’s clear that risk paid off.

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The Challenge

Samsung’s lineup of 2024 TVs was designed with AI that can upscale even older, low-res content into stunning 4K/8K quality. That means that even older, low-res classics – from Family Matters, to Full House, and even Dawson’s Creek – can look completely reimaged, as if they were filmed today. Samsung proved even your favorite grainy ’90s content can find new life with its integrated technology.

Samsung knew it would be a challenge to explain its AI capabilities in a consumer-friendly campaign; research finds that only 30% of people truly understand what AI means. Instead of focusing on tech specs, Samsung brought its campaign to life by choosing to show, not tell, how its technology works.

Drawing on research that the #1 thing people want to see upscaled is their favorite childhood shows, Samsung brainstormed how it could make a splash showcasing its latest technology in a relatable, engaging, and memorable campaign.

And so, the faux ’90s sitcom “Best in the House” campaign was born.

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The Solution

Starring SNL icons Molly Shannon and Tim Meadows, “Best in the House” paid homage to beloved ’90s programs, featuring nostalgic Easter eggs that resonated with the audience – everything from a retro theme song, to butterfly clips and of course, pukka shell necklaces.

By drawing from these key elements of ’90s television, Samsung reminded viewers just how fuzzy their beloved favorites looked – drawing a clear parallel to underscore how its advanced AI could breathe new life into their favorite nostalgic content, allowing them to experience a ’90s sitcom in an all-new way. The campaign leaned into a recognizable aesthetic and used sitcom tropes to humanize the power of its AI upscaling technology; it clearly illustrated the difference between outdated, retro content and the enhanced viewing experience made possible by AI-powered upscaling.

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Bringing it to Life

Samsung teased the campaign on owned social channels, building momentum and intrigue ahead of its official launch event. The campaign’s stars Molly and Tim both shared the clip on their social channels, as well. Right out of the gate, the video saw 3M organic views.

The campaign made its official debut at the brand’s annual TV launch event, Samsung Unbox and Discover in NYC. As soon as guests walked into the exclusive event, they were transported to a different time - complete with ’90s-themed party vibes. This included a DJ playing throwback jams, and even ‘90s inspired food (upscaled, of course – such as Hamburger Helper sliders and Bagel Bites with prosciutto and goat cheese).

During the event, guests first watched the faux pilot in its original, low-res ’90s resolution – followed by the same clip upscaled to highlight the dramatic difference. Shannon and Meadows then surprised guests by coming on stage to discuss their favorite ’90s shows, and spoke to the content they’d want to see upscaled on the newest Samsung TVs.

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The Results

After the presentation, guests walked through the on-site demonstrations, featuring both ’90s-era TVs and the latest Samsung TVs sitting side by side playing the same content. The latest TV lineup brought every frame, color and detail to 4K or 8K resolution, providing a tangible experience with the cutting-edge technology and offering guests the chance to see the benefits of AI upscaling for themselves.

Once the full video came online, it generated significant social buzz, extensive media coverage and strong business results.

By marrying the overwhelming love of nostalgia and classic comedy, Samsung demonstrated how the brand is making a resounding impact in the home entertainment space, reinforcing the brand’s reputation with its consumers.

By focusing on consumer insights and offering multiple touch points, including the teaser video, in-person event and full video, Samsung created an emotional connection with customers and placed its innovation at center stage in its campaign. “Best in the House” leveraged the latest technology from Samsung to create an entertaining experience that clearly resonated with its audience.

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Paid media results saw 42 million impressions and 660k engagements with a 6.87% engagement rate, surpassing the company’s benchmark..

Earned media efforts secured 1,024 placements on the campaign, more than 587% than last year’s event’s results.

Not only did the team see success across media and social but also it produced real business results for Samsung, with pre-order reach hitting 417% over its initial target. Early sign-ups to be notified when the TVs became available was also 112% over target.

The live coverage at the NYC event pulled in more than 13,000 impressions across social.

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Best Buy also said the campaign was the “best demonstration of AI they have ever seen,” reinforcing that while Samsung partnered with comedy legends, the technology remained the star of the show.

AdAge named the “Best in the House” spot as its #1 celebrity brand collab, proving the campaign’s partnership and vision led to an authentic experience for both consumers and industry leaders.

Molly Shannon herself saw the positive impact this technology would have on her personal life, “And now, with this new Samsung TV technology, I can relive all of my favorite sketches and see them in amazing quality!”

The highly sharable video saw more than 100k organic impressions on Facebook and more than 26k organic impressions on YouTube (with the YouTube results landing 2000X the original KPI).