Samsung On July 21, its first original production of K-drama, All under controla 4 -chapter miniseries created especially for the Latin American audience. Production represents an evolution in the way the brand communicates with the consumer: creating stories that reflect its values, its ecosystem and its vision of the role of technology in everyday life.
New episodes will be launched every Monday, from the day of its premiere in the Samsung Chile YouTube channel.
What is everything under control
With four episodes of five minutes, the story tells the daily life of a young couple who falls in love when the two are trapped in a house after a storm. The house, the third character in the series, is intelligent and super -conscious. It is equipped with all more recent Samsung products, connected to the Internet and with artificial intelligence and routine optimization functions.
The ease of connection between the products and the possibilities that arise from the advanced technology of the house end up providing unusual situations to the couple. The love story develops with lightness and emotion, which reinforces the Samsung brand proposal to present the technology of its products as an ally of routine and human relationships.
All under control was shot in Sao Paulo (Brazil) and was idealized by the Cheil Brazil agency in collaboration with the producer Coração da Selva-also responsible for the first Brazilian K-Drama, the successful through the closet (HBO Max, 2023).
Production narrates the events lived by Yun-A (played by actress and Korean-Brazil Sharon Cho) and Ji-Hon (first role of Korean-Brazilian influencer Raphael Chung). In the plot, Yun-A is an executive obsessed with his career; He, an undercover heir who tries to demonstrate his worth for his own merits. Throughout four episodes of 5 minutes each, they both live typical situations of an “enemy to lover” (from enemies to lovers): under the same roof, technology becomes an ally (already in a fun villain) in this forced coexistence.
Visually, the miniseries follow the classical aesthetics of the K-Drams: with slow chamber moments, romantic lighting and emotional soundtrack that accentuates the feelings of the characters. Elements such as rain and symbolic use of food create an intimate atmosphere and loaded with romantic tension, as in the best Korean romances.
Latin American production inspired by the Korean culture of Samsung Electronics
The project is a Samsung commitment in the use of dramaturgy as a approach language, raising entertainment as a closer, empathic and relevant format to present its innovations and technological solutions in an integrated way in day to day. The proposal is to show that technology is present in small experiences that make life simpler, connected and significant.
The affinity of the Latin public with the Korean genre reinforces the choice of the brand. According to the BB Media1 report, outside the Asia-Pacific region, Latin America is today the second most related to K-Damas, with 17% of users who demonstrate preference for this genre. The interest is particularly high among young people in generation Z: 41% in Colombia, 39% a Mexico and 35% in Brazil declares its preference for Korean productions. In countries such as Ecuador (28%) and Peru (27%), figures are also remarkable.
“We want to show our innovations, products and services in formats that create a real connection with people. When we use entertainment as a medium, we manage to convert experience into experience, not only in advertising. Everything under control is exactly that: light, attractive and accessible content, where the Samsung ecosystem is naturally integrated into history,” he says Milene GomesRetail Director and Smartthings of Samsung for Latin America.
