The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2014 One Show - Advertising

Charge

Agency CHI & Partners / London

Client Samsung
BACK TO RESULTS

Annual ID

140201A

About the Work

At a time when people appear more excited about tablets and smartphones, Samsung was on a mission to ‚??bring the wow back to TV‚??. This informed the development of their groundbreaking Smart Recommendation functionality and their brief to us to bring it to life in epic form. Our insight was that the sheer volume of content available on our TVs can be overwhelming, but the TV helps you ‚??Discover more of the TV you love.‚?? We dramatized this with a cinematic ‚??charge‚?? of characters from TV and film. Roman Centurions, cheerleaders, cop cars, SWAT helicopters, warriors, Marie Antoinette and a whip-wielding albino minotaur in a chariot‚?¶ all charge towards a man in an armchair, who calmly pauses the stampede with a simple gesture to demonstrate 'smart Recommendation‚?? from Samsung. A no holds barred script, inspired director choice and high production values ensured we created a visually epic ad.