International Soccer Superstar Lionel Messi Stars in Samsung 'Design Your Life' Advertisement

Second installment of Samsung’s GALAXY Note 3 and GALAXY Gear campaign brings passion for sport to life and highlights simple joys

SEOUL, Korea - October 9, 2013 - Today, Samsung Electronics Co., Ltd. released the second television advertisement in its global “Design Your Life” integrated campaign, which follows unique individuals as they bring their passions to life using GALAXY Note 3 and GALAXY Gear. The ad, entitled Messi’s Note (“The Developer,”) combines classic storytelling, modern technology and striking audio and visuals to create a cinematic experience that illustrates Lionel Messi’s passion for the sport of soccer and the possibilities that are opened by an entirely new mobile experience.

Featuring chart-topper “Royals” from New Zealand pop star Lorde, as sung by a chorus of children, “The Developer” follows a mysterious character who enters an unnamed and desolate town with unclear motivations. As he moves through the grim and empty streets, the youth of the city become intrigued and begin to follow him. As the man winds through the twisted back alleys of the city, he uses his GALAXY Note 3 and GALAXY Gear to spearhead a secret project. He issues verbal orders into the GALAXY Gear upon his wrist, purchases an abandoned plot of land, authorizes an army of heavy equipment to begin building and watches abandoned buildings being demolished on the GALAXY Note 3 in his palm. The children eagerly watching the man begin to signal to their friends that something amazing is happening. As youths begin to emerge from their homes, they sprint to the construction site and arrive at a stunning new field. Standing on the field is Lionel Messi, the mysterious character, inviting them to a game of soccer.

“The pursuit of passion is woven into the fabric of the Samsung GALAXY brand. Whether this passion is achieved in the pursuit of art, sport or philanthropy, we want to encourage and enable passion to build a better tomorrow,” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “The GALAXY Note 3 and GALAXY Gear are the catalysts to allow users to pursue their passions and enrich the world with the results.”

Available in Jet Black, Classic White and Blush Pink, the Samsung GALAXY Note 3 delivers a larger, more vivid screen for the best viewing experience and more powerful multitasking, and introduces significant S Pen improvements that make everyday life easier and faster. When paired with the GALAXY Gear, the GALAXY Note 3 offers an entirely new and seamless mobile experience, letting users operate the device hands free. Consumers can personalize their GALAXY Gear by choosing from six colors available at launch: Jet Black, Mocha Gray, Wild Orange, Oatmeal Beige, Rose Gold and Lime Green. Both GALAXY Note 3 and GALAXY Gear are currently available in more than 140 countries around the world.

- Samsung Mobile YouTube : http://www.youtube.com/samsungmobile

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit www.samsung.com.

About Leo Burnett

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