Top-selling TV brand Samsung is out with a new campaign from Chiel that showcases its Samsung Vision AI technology suite that is built into the brand's latest models.

Ads show how users can instantly find information about what they are watching, or have content translated into their preferred language in real-time.

The campaign is anchored by a nearly two-minute film and a :30 versions that highlight individual innovations.

Tal Shub, Global Executive Creative Director, Cheil Korea said the campaign puts viewers at the center of the storytelling to show "just how committed Samsung is to delivering user-centric products."

The spots were directed by award-winning director Samir Mallal ("Nollywood Babylon," "Vest," "Bombay Calling").