The Pitch As watered-down, possibly Slavic electro kicks in on the soundtrack, a woman covered in multi-hued body paint dances in a black, gravity-free void. Cut to swirls of rainbow vapor, then back to our porcelain-faced harlequin performing back flips and other dazzling gymnastic feats. It's not until the very end that one of Samsung's latest "Bordeaux" PAVV LCD TVs makes an appearance, flashing across the screen like the mirror prison from Superman II, then framing the dancer's paint-streaked visage. What in Mjolnir's name is Samsung trying to tell consumers in Asia, where this ad is now running? And would such a head-scratching commercial ever play in Peoria, should the new PAVV lineup (or, more likely, its rebranded equivalent) come West?
Rip-Off Of There's an unmistakable Cirque du Soleil vibe to this ad, which makes sense given that it's meant to target a range of nations and cultures; circus performers translate well, especially in countries like China where acrobats are ostensibly revered. (More on the China connection later.) But in emphasizing color sharpness by relying on old-fashioned paint, the commercial also takes after Sony's epic Bravia ad from a while back. No real comparison in terms of the amount of effort—the Bravia paint geysers were genius—but the spirit is the same. Note, too, that the Bravia commercial features a clown—how long 'til Sharp signs up a lion tamer or tightrope walker to hawk its Aquos G Series?