Samsung pays tribute to Chaves in new commercial

Samsung has just launched a new promotional campaign that promises to delight both technology fans and those nostalgic for one of the most beloved series in Latin America and especially in Brazil: Chaves.

Inspired by one of the most iconic scenes from the show, the company is launching the campaign to show more about the connectivity solutions offered by the SmartThings system, and the result was quite interesting. Check out the details!

Read also:

These Samsung devices will no longer receive updates
Samsung unveils prototype of a “rubber screen” capable of stretching and bending to any angle

The campaign and the recreation of a classic scene from Chaves

Developed especially for the Latin American market in partnership with Grupo Chespirito, responsible for the original production of the series, the campaign aims to explore consumers’ emotions and memories.

According to Ilca Sierra, Samsung’s CMO for Latin America, the idea is to show how what once seemed magical is now a possible reality with SmartThings.

“We want to demonstrate that home connectivity is within everyone’s reach in an easy way, using a narrative that explores consumers’ memories and emotions.”

The campaign’s central focus is a modern recreation of one of the most iconic and fan-favorite episodes of Chaves. In the original version, Chaves, Chiquinha and Quico invade the house of the “Witch of 71”, and during their adventure they end up experiencing a series of frightening events. At the end of the episode, we discover that it was all just a figment of the trio’s childhood imagination. In the new version, Samsung technology transforms the “magic” into reality.

In the recreation of the scene, Chaves and Chiquinha enter Dona Clotilde’s house and, just like in the original scene, they are surprised by events that seem supernatural: the door opens by itself, the curtains close without anyone around, the temperature of the room drops rapidly and the lights suddenly go out.

Magic? Witchcraft? More childlike imagination? In the case of the campaign, the mystery has a technological explanation: Dona Clotilde controls everything remotely through the SmartThings app, taking advantage of technology to keep intruding children away.

Check out the full video:

SmartThings, the “magic” of connectivity

The new campaign stands out for its nostalgic tone and shows a good idea for recreating the iconic scene and connecting it to the company’s message. With a creative narrative, Samsung manages to show the potential of SmartThings, its integrated home automation system, which allows you to connect several of the brand’s devices, such as televisions, washing machines, refrigerators, air conditioners and even curtains and security cameras.

With SmartThings, users can create personalized routines and control all devices directly from their smartphones, optimizing their daily lives with ease. The goal is to show how technology can simplify daily tasks, leaving more time for what really matters: family, friends and leisure.

The concept of the campaign is to demonstrate that connectivity is no longer something distant or complicated, but rather a practical and accessible solution, ready to improve the lives of its users.

Loyalty to the town and the legacy of Chaves

To ensure that the campaign truly brought that nostalgic and fond memories to the public, every detail was carefully planned. The Vila do Chaves setting was recreated as faithfully as possible, with colors, objects and lighting that recall the original series from the 70s.

The soundtrack, including classic sounds like the terrifying howl heard in the Witch’s house of 71, has also been preserved, bringing the familiar atmosphere to viewers.

The choice of actors was another highlight. More than 200 Latino actors were evaluated to ensure that the characters’ characterizations were faithful, from their height to their manner of acting. The recordings were made in Spanish, just like the original, and dubbed into Portuguese for the Brazilian public.

In this way, Samsung’s new campaign combines the best of technology with the public’s affection for Chaves, demonstrating how SmartThings can transform any home into a connected environment, with a touch of nostalgia.

The campaign, created by Cheil Brasil, will be publicized on digital platforms and social media channels throughout Latin America.

Source: Samsung