The Late Late Show’s new host James Corden has joined Samsung to launch its flagship Galaxy S6 smartphones.
Corden puts a humorous spin on whether the consumer is more concerned about the practical aspects such as battery life, or the appearance of the devices, with the help of his alter ego Wilf Meltson.
The new commercial aims to build the excitement around what Samsung says is the “most important phone launch this year”.
The Drum reports that Russell Taylor, CMO at Samsung Electronics UK and Ireland, said: “We need a way to communicate not only the design and quality of the two phones and their innovative features, but also entertain and engage our customers.
"We feel we have really captured this, and our brand personality that comes across via this content is humorous, tongue-in-cheek and timely – with the use of man of the moment James Corden.”
Samsung should pull out all the stops with the release in its Galaxy S range, if it is to turn its mobile phone sales around, which experienced a 21 per cent drop to £60 billion in 2014.
Check out the video for the new campaign below: