By considering regional characteristics in Korea, Samsung Mobile has used a local brand name "Anycall". In early 2000 we had brand communication with consumers with the slogan 'Digital Exciting' to strengthen Samsung's no.1 image, leading the high-tech mobile industry.

However, unlike in the early 2000's, mobile phones for consumers became must-have items to express their characteristics and lives. Based on this fact Anycall created a new slogan "TALK PLAY LOVE".The spot fouces on how you can, Talk, Play, Love with Samsung Mobile.