With the objective of launching Samsung's new F250 cellphone to its intended 16 to 30-year-old target market, Sub urban's directing of the "Your Music is Calling" television commercial leaves viewers wanting to play it back in slow motion.

Brimming with musical icons and innuendo, the storyline takes the lead character - a young, hip male with the F250 in his pocket - through various inspired street scenes. Artists are depicted on screen and symbolism is brought to the fore, from a woman bearing an 'Alicia' branded T-shirt being given a set of keys (Alicia Keys), to dummies in a trolley (Crash Test Dummies) and the ingenious writing of Freshly Ground on a board outside a coffee shop.

"The viewer gets the distinct impression that the music is calling from all directions," says Miles Goodall, Sub urban's Director/Cinematographer.

A very unusual element in the making of the advert was the use of five units mixing up the styles. "The effects included special use of layers during editing and the mixing of different mediums to create the essence we wanted," adds Linda Notelovitz Goodall, Sub urban's CEO/Executive Producer.

Source: Sub urban, Tel: +27 11 447 1963