Samsung Electronics said on Saturday it will simultaneously run in South Korea and Britain a global advertising campaign for its all-in-one washer-dryer, the Bespoke AI Combo, using the film 'The Devil Wears Prada 2'.

The advertisement video begins with a scene in which coffee is spilled onto red fabric symbolic of the film. The fabric is then put into the Bespoke AI Combo. It shows the AI Custom+ function detecting the laundry’s weight, type and soil level and automatically running optimal washing and drying courses. It visually presents a function for caring for premium garment materials.

In South Korea, outdoor ads will be broadcast on major downtown electronic billboards, including Myeongdong Shinsegae Square, Gangnam Mijin Plaza and the KT building in Gwanghwamun. In Britain, Samsung placed an advertisement at Piccadilly Circus in London, expanding consumer touchpoints globally. Samsung Electronics chose a strategy of positioning the Bespoke AI Combo as a premium garment-care appliance by using a film intellectual property closely linked to fashion and luxury culture.

The campaign highlights three Bespoke AI Combo functions. AI Custom+ automatically detects the laundry’s weight, fabric and level of soiling to set the optimal course. The Quick Course completes washing and drying within 69 minutes, a figure based on a DOE standard test cloth weighing 3 kg with a composition of 50 percent cotton and 50 percent polyester, and it can vary depending on actual use conditions. The AI Vibration and Noise Reduction System detects floor conditions to reduce vibration and noise generated during high-speed rotation.

The machine also includes the Auto Open Door+ function, which automatically opens the door after washing and drying to release internal moisture. The function keeps the inside of the drum pleasant and suppresses the development of odours. Samsung Electronics explained that these functions were designed to allow convenient everyday care of garments made of premium materials.