KASH
Film Content Creative & Production

Insight

- Our thoughts about brands, film, marketing and more.

Branded Entertainment

Samsung has made another foray into branded content with its new series The Domestics. It follows in the footsteps of their highly engaging connected series and I'm enjoying it muchly. Admittedly, this kind of thing is very much chalk and cheese so you’ll either love it or hate it.

Regardless of how you feel about it, it appears to be doing well as Its male star Joel Dommett recently tweeted to his co star: 

“Someone just shouted 'bag first' at me in the street. This is getting out of hand” @Kathbum— Joel Dommett (@joeldommett) September 3, 2017

Samsung is getting its message out. So why does it work?

Its regularity. Every week a new episode drops so as creatures of habit and routine we grow to expect our weekly fix.

Its quality. Marmite it may be but there is no denying the quality of its stars, scriptwriting and production.

Its light touch. There are references to Samsung products in there (the Phone Katherine Ryan constantly fiddles with, the hob and cooker Joel gleefully presents) but they are well integrated into the narratives.

The film’s brevity and the chemistry between Joel and Katherine make this work. I appreciate the genuine laughs it provides. See what you think, hit reply and let me know.

Simon
Head of Production
Kash