Samsung recreates masterpieces David and The Thinker in new washing machine campaign

Michelangelo's David and Rodin's The Thinker have been recreated as domestic demigods for a campaign to promote Samsung's new QuickDrive washing machine.

Samsung recreates masterpieces David and The Thinker in new washing machine campaign

Domestic David is wearing briefs and a shirt flung over his back, perched upon a QuickDrive, while The Clean Thinker is staring pensively at a new washing machine.

Each statue took a six-strong design team two months to create and are modelled to scale on the original sculptures. 

The pair, visiting London for a limited time, are a twist on new research by Samsung that shows 75 per cent of men admit to being clueless when it comes to using domestic appliances and about half are put off a household task because they find domestic appliances too confusing to use.

Samsung gives iconic sculptures a contemporary makeover from St Marks Studios on Vimeo

"We have updated these classic sculptures in a playful bid to remind the public that our home appliances are masterpieces of modern design," Samsung Electronics UK and Ireland head of marketing for home appliances Ruth Storey said.

The ‘Modern Masterpieces’ campaign will run across creative out of home, press, digital, mobile and social media. The creative, produced by St Mark’s Studios and directed by Taylor Herring, will be showcased at launch via a full screen takeover at Piccadilly Circus in central London.

'Stuff your conscious mind with information' - talking creativity with Taylor Herring's Pete Mountstevens

Domestic David can be viewed at One New Change from 3-4 October and Battersea Park from 5-8 October. The Clean Thinker is around Russell Square from 3-6 October and Kings Cross Station from 7-8 October.

Taylor Herring delved into the world of TV advertising last year with a three-minute uninterrupted washing machine cycle (and subsequently a feature-length version) for Samsung, then follwed it up with an activation featuring a large-scale #TVblackout of screens.

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