A movie version of Unicorn Apocalypse doesn't sound like Oscar material, but Samsung is flooding this year's Academy Awards with ads around its development anyway, and has gotten a major Hollywood director on board for the campaign.
The tech marketer is airing six spots totaling four and a half minutes of airtime on Sunday's broadcast, extending the Unicorn Apocalypse theme introduced earlier this year by 72andSunny in a campaign that shows how Samsung Galaxy products can be used for work, not just for play.
The ads take place at a game-developer startup company that's working on the launch of a new game called Unicorn Apocalypse. The new spots continue to show the company's young employees using Galaxy devices in various work environments.
The series, beginning with a 60-second spot and then four :30s, wraps with a :90, in which Tim Burton brainstorms a movie version of the game with the overexcited hipster developers.
"This is all the kind of stuff I love. You know, zombies, unicorns, the apocalypse," Burton says in the spot. "Did you guys know that unicorns are basically goats?"
The campaign was directed by Michael Downing of Epoch Films and edited by Arcade Edit's Paul Martinez, Will Hasell and Greg Scruton.
Beyond the TV spots, Samsung is also integrating Galaxy products throughout the ceremony and online through social channels—with various influencers outfitted with Samsung Galaxy devices delivering exclusive content from the red carpet and backstage to Samsung's social channels.