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Samsung Electronics Australia has turned to Australian actor Simon Baker, star of the Channel Nine series The Mentalist, to communicate its Turn on Tomorrow brand campaign.

The campaign will involve a substantial above the line investment, with a TV advertisement starring Baker, set to air later this year.  
The Turn on Tomorrow campaign will communicate Samsung’s breadth of offering and technical innovation across its Audio Visual, IT, Telecommunications and White Goods categories, and follows two decades of aggressive business growth across the company’s Australian subsidiary.
“We believe now is the right time to communicate to Australians not only our diverse product offering, but more importantly our drive to always stay one step ahead of the market and deliver genuine technological innovation that improves people’s lives,” said Lambro Skropidis, Head of Corporate Marketing, Samsung Electronics Australia. “‘Turn on Tomorrow’ represents our commitment to always being first to deliver new innovation into Australian homes.” 
Baker has been twice nominated for an Emmy Award, has received two Golden Globe nominations and has appeared in major Hollywood films including The Devil Wears Prada and L.A. Confidential.  
 “I’m very much looking forward to working with Samsung,” said Simon Baker. “It is a brand that I have admired and respect. I am thrilled to be a part of the project.”
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