New Samsung cell phone campaign in China Cheil Communications Creatives to Showcase Slim, 'Ultra Edition' Handsets Seoul, September 4, 2006 : Cheil Communications Inc., one of the world's top 20 marketing communications agencies, today announced that actress Ji-hyun Jun will front a new advertising campaign for Samsung Electronics' Ultra Edition cell phones across the Greater China region. Cheil said it has reached a six-month deal with Jun to appear in advertisements spanning television, print, outdoor and online media. The popular actress and model currently appears in Samsung Electronics' cell phone commercials in South Korea, and the new arrangement will allow Cheil to adapt those creatives for mainland China, Taiwan and Hong Kong. Samsung Advertising Beijing, Cheil's subsidiary in China, is heading up the localization, media buying and planning for the campaign. Lisa Zheng, a senior advertising executive at Samsung Advertising Beijing, said Jun is one of the most popular South Korean stars in the China region and her stylish image is a great match for the Ultra Edition cell phones. 'Ji-hyun Jun is one of the leading figures in the Korean Wave the surge in popularity of South Korean stars around all of Asia over the past five years,' Zheng said. 'She will lend considerable star power to Samsung's Ultra Edition campaign in China.' The first television commercial featuring Jun in mainland China begins airing from Sept. 1. The advertisement, which was shot in San Francisco, shows Jun surrounded by slim objects and seducing a man in a bar by sliding one of the super-thin handsets under his hand. The TV spot, as well as print and outdoor advertisements, will begin airing in Taiwan and Hong Kong during September. The campaign focuses on three handset models the D908, a 12.9-millimeter slider the D838, a 9.9-millimeter clamshell and the X828, a 6.9-millimeter candy bar-style cell phone. Another commercial featuring Jun, this time in a imaginary 'Slim Factory' where cell phones are produced, began airing in Taiwan in August. This creative focuses on the E908, a slider with touch keypad the D848, a slider with a 2-mega pixel camera and the D528, narrow slider that fits easily in the hand. Samsung Electronics markets its handsets under the Anycall brand in the Greater China region.