A controversial approach to marketing a new mobile phone becomes a very powerful marketing tool for the client Samsung. Working in the zone of Branded Entertainment the aim was to make it clear how Samsung's new DuoS mobile phone can solve a dilemma of having multiple mobile phones - in a black-humour "Guy Ritchie" story-telling format.The concept involves an edgy thriller delivered in an adult tone suitable for the predominantly male 28-35 target – executed using big budget cinematography. The concept ‘The Jugglers’ delivers a new direction in online communications for Samsung.