The final film features 2 Ushers battling each other, as 'down-to-earth' Usher seeks revenge against 'celebrity' Usher. The gesture-controlled Smart TV plays a role in the film’s story, with Usher’s dynamic choreography activating its features. The film is strategically written and edited for an online audience, engaging viewers at :29 (where online videos often see drop-off). 98% of total video views came from priority markets, with organic sharing generating an additional 717,000 views across other markets globally. We integrated the campaign across social channels, driving users to Samsung’s Facebook page and enabling them to download Usher’s latest songs.

1 month following the launch, the video surpassed 50 million views, spreading virally to make it one of the most-watched branded videos of 2013 and Samsung’s most successful video of all time. Capturing the imagination of reporters and influencers resulted in more than 250 news stories about the video in outlets ranging from Entertainment Weekly and Mashable, to Advertising Age and Forbes – reaching over 200 million impressions. The video combined music, choreography and technology to transcend the average viral video and highlight the Samsung brand in a natural, harmonious and aspirational way.