Richard Hayter

Need vs. Want

New TV? Your heart (and Thierry) says it’s OK.


Writer, art director, creative director


Samsung, UK


June 2018


Advertising, social content

When given the opportunity to enlist one of the world’s most successful footballers to promote their QLED TVs, Samsung turned to us.

The idea: to recognise that buying and expensive telly is a battle between your system one and system two decision-making. Heart versus head. Thierry is on your heart’s side. (Well, he is French, after all.)

Seven 20 second spots and a raft of social content – primarily for Instagram – turned around in two weeks from brief to shoot.

Mumbo jumbo

There’s only one

No mess, just football

100% football

Love watching football

One remote to rule them all