Samsung’s Ambitious Bespoke Refrigerator Campaign Film Asks Obsessive People to find Peace

No matter your obsession, it’s respected by Bespoke.

Samsung has launched a nicely done piece of campaign film work pitching its 2022 Bespoke refrigerator by channeling Millennial and Gen Z work-from-home lifestyles.

Created by Cheil Worldwide, the film is composed of five different stories of five people with distinct obsessions and how they each use the BESPOKE refrigerator, delivering the message that “any obsession is respected by Bespoke.”

Whether it be a man so obsessed with wine that he even has a Bespoke wine cellar as part of a document cabinet in his work-from-home office, or a VR gaming who is so serious about food and wine pairing relies on the SmartThings app to get recommendations on best dishes to go with the wine, by simply scanning the wine label, or people who believe juice in the meat is the most precious thing.


“We hope this spot excites people who are tired of cookie-cutter products, and helps continue our journey to shift the paradigm of consumer electronics market,” said Minhae Kim, Brand Manager of CE Communication Group, Samsung Electronics.


Client: Samsung Electronics
Campaign Title: A BESPOKE Original Series
Creative Agency: Cheil Worldwide
Creative Director: Seulki Lee
Art Directors: Seokyun Jo, Jaeyun Jung
Copywriters: Kayoung Seo, Habin Park
Account Director: Jihae Kim
Account Executives: Arang Baik, Sowun Wee, Sooyeun Kim
Agency Producer: Jiseong Jeon
Director: Hyounhaing Lee / GUT
Executive Producer: Eunjin Park / GUT
Producer: Youngjun An / GUT
Assistant Directors: Daehee Choi, Minyoung Choi, Sookyung Lee / GUT

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