Samsung Electronics said on June 14 that it had launched a global billboard campaign for its new Micro RGB TV at four global landmarks. Times Square in New York, Piccadilly Circus in London, the Entertainment Building in Hong Kong, and Seoul’s Shinsegae Square in the Myeong-dong district are all running the same ad. The campaign is scheduled to run through the end of the year in each market.
All four sites are showing one advertising video designed to showcase the Micro RGB AI Engine Pro and the display’s red, green, and blue backlight array. Built around a large-scale hip-hop dance performance created with choreographer Sergio Reis, the ad uses the dancers to demonstrate the precision of the RGB backlights and the AI engine that controls them. The Korea-based Asia Business Daily reported the campaign began at Shinsegae Square in May 2026 and then expanded to the other three sites ahead of the June 14 announcement, made in Samsung’s official Micro RGB campaign announcement. Samsung’s release says the campaign is aimed at expanding its reach to customers in key markets.
Four Landmarks, One Advertising Video
Samsung’s June 14 press release, posted to the company’s global newsroom, listed the four launch locations as Times Square, Piccadilly Circus, the Entertainment Building in Hong Kong, and unspecified sites in Korea. The Korea-based Seoul Economic Daily named the Korean site as Shinsegae Square in Seoul’s Myeong-dong district, a site the paper reported had already been showing the ad. The Asia Business Daily of Korea ran a separate report on June 14 confirming the same four landmarks.
The four sites share a single advertising video. The Seoul Economic Daily reported the campaign began in May 2026 and runs through the end of this year, with exact end dates varying by region. Samsung’s press release used the same end-of-year language, saying the campaign “will run through the end of the year.” Samsung has not disclosed a budget, a daily impression target, or the campaign’s specific regional end dates.
All four locations are positioned in busy commercial centers in their regions. Samsung’s press release calls the four sites “iconic,” the same word it uses to introduce Times Square, Piccadilly Circus, and the Entertainment Building in Hong Kong. The Korea-based Seoul Economic Daily’s June 13 report identified Shinsegae Square in Seoul’s Myeong-dong district as the Korean site. Samsung did not name any production partners or specify end dates for each region in its announcement. The release marks the first outdoor push the company has publicly disclosed for the Micro RGB line since the display technology was introduced in April 2026.
| Location | City | Country or region |
|---|---|---|
| Times Square | New York | United States |
| Piccadilly Circus | London | United Kingdom |
| Entertainment Building | Hong Kong | Hong Kong |
| Shinsegae Square, Myeong-dong | Seoul | South Korea |
A Mega Crew Built Around Hip-Hop Choreography
At the center of the campaign is a single advertising video built around a large-scale hip-hop dance performance. Samsung’s press release credits the choreography to Sergio Reis, described in the release as a “renowned choreographer.” The Korea-based Seoul Economic Daily calls the format a Mega Crew performance, a large-group dance staged with a roster of dancers in coordinated formations. The dance is designed to visualize the technology itself. The choreography uses formations lit in red, green, and blue to show the backlight array. Samsung says the dance demonstrates the precision of the AI engine that controls the backlight.
The Korea-based reports describe the dancers as a “large group,” a roster built to fill the camera frame as the formations shift. The Sergio Reis collaboration is the only creative credit Samsung’s press release names for the campaign. The release does not say where the dance was filmed or how many dancers took part.
The Micro RGB AI Engine Pro at the Center
The campaign is built around the Micro RGB AI Engine Pro, the AI processing system Samsung says powers the new TV’s color and clarity. Samsung’s press release says the engine’s “precise color control produces deeper, more vibrant visuals.” The Seoul Economic Daily and the Asia Business Daily both report the engine was released in April 2026. Samsung did not name a specific AI chipset or processing specs in the release.
The technology the engine controls is what Samsung calls Micro RGB. The Seoul Economic Daily describes it as a next-generation display technology in which ultra-fine red, green, and blue (RGB) light source elements, each with a chip size of 100 micrometers or smaller, independently emit light and color within a backlight structure. The Korea-based Asia Business Daily report says the campaign highlights how the engine “precisely controls numerous RGB elements” to “achieve rich and vivid color reproduction.” Samsung’s own release describes the engine as controlling “Micro RGB’s extensive array of red, green and blue backlights.” The same release says the choreography “visually brings” the backlight array “to life.”
The Micro RGB AI Engine Pro and the choreography are the two things the campaign leads with in the press release. The release places the two together, using the dance to illustrate the backlight array and the engine’s control of it. Neither the release nor the Korean reports say how many individual RGB elements the engine controls.
The Korea-based Asia Business Daily described the campaign as using the engine to “vividly showcase” the Micro RGB technology. That same report frames the campaign as introducing “various viewing experiences” tied to the TV. The release ties the campaign to two specific TV features, both of which are mentioned in the same announcement. The first is AI Soccer Mode, which the press release says allows users to mute commentators “to fully immerse themselves in the game.” The Korea-based Asia Business Daily describes the same feature as letting users “lower the commentator’s voice to focus solely on the game.” The second is Vision AI Companion, which Samsung says is its “integrated TV AI platform.”
The Flagship TV Behind the Push
The TV the campaign is selling is the R95H, Samsung’s 2026 flagship Micro RGB series. A breakdown of Samsung’s full 2026 TV range pricing and spec details lists the R95H as one of two flagship lines, alongside the brand’s Quantum Dot OLED sets. The R95H is sold in 65-inch, 75-inch, and 85-inch sizes.
The 65-inch R95H has 1,344 separately controlled dimming zones, the same source says, with each red, blue, and green LED addressable individually. Peak brightness has been measured on a 10% HDR test window at 2,800 nits, and the 75-inch model’s color gamut covers just under 150% of the DCI-P3 spectrum and 94% of the BT.2020 spectrum. U.S. pricing starts at $3,199.99 for the 65-inch, $4,499.99 for the 75-inch, and $6,499.99 for the 85-inch. U.K. pricing is £3,299, £4,199, and £6,099 across the same three sizes.
The Samsung R95H Micro RGB at a glance
- 1,344 separately controlled dimming zones on the 65-inch model
- Peak brightness measured at 2,800 nits on a 10% HDR test window
- 75-inch color gamut: just under 150% of DCI-P3, 94% of BT.2020
- U.S. prices: $3,199.99 (65″), $4,499.99 (75″), $6,499.99 (85″)
- 100 micrometer RGB element size, per the Seoul Economic Daily’s description of the display technology
Why the World’s Most Expensive Ad Space
Samsung has not framed the campaign as a market-share move in any of the announcements or press coverage. The release’s stated aim is to expand reach to customers in key markets. The choice of Times Square, Piccadilly Circus, the Hong Kong Entertainment Building, and Shinsegae Square points to four distinct flagship markets for the Micro RGB line. The R95H is sold in the U.S., U.K., and parts of Asia, the same markets the billboards cover. The engine was released in April 2026, and the outdoor push began in May 2026 at Shinsegae Square.
Two of the four sites are in markets where Samsung already faces entrenched OLED competition. Samsung’s own 2026 TV range places the R95H Micro RGB and the Quantum Dot OLED S95H on equal flagship footing, with both series competing at the high end of the lineup. The campaign reaches the same markets where the R95H is sold.
The campaign is anchored in a single advertising video that will run, per Samsung, through the end of 2026. The video’s choreography and the engine’s release date set a clear timeline for the rollout. The outdoor push also marks the highest-profile marketing moment for the Micro RGB line to date, given the four landmark sites. What Samsung has not disclosed is the campaign’s budget, the specific end date in each market, or any sales targets tied to the rollout.
Key dates in the Micro RGB rollout
- April 2026: Samsung releases the Micro RGB AI Engine Pro, per the Seoul Economic Daily and the Asia Business Daily.
- May 2026: The outdoor advertising campaign begins at Shinsegae Square in Seoul, per the Asia Business Daily.
- June 14, 2026: Samsung publicly announces the four-landmark global rollout, including Times Square, Piccadilly Circus, and the Hong Kong Entertainment Building.
Frequently Asked Questions
What is Samsung’s Micro RGB display technology?
Samsung’s Micro RGB is a backlit display technology in which ultra-fine red, green, and blue light elements independently emit color. The Seoul Economic Daily’s June 13 report describes each element as 100 micrometers or smaller in chip size, set within a backlight structure. The Micro RGB AI Engine Pro is the AI processing system Samsung pairs with the display to control the colors in real time.
How much does the R95H Micro RGB TV cost?
U.S. buyers will pay $3,199.99 for the 65-inch R95H, $4,499.99 for the 75-inch, and $6,499.99 for the 85-inch. The U.K. prices for the same three sizes are £3,299, £4,199, and £6,099. All of these numbers come from a May 28, 2026 review of Samsung’s 2026 TV range. The TV is sold as the R95H, Samsung’s flagship Micro RGB series for 2026.
Where is the Samsung Micro RGB billboard campaign running?
Samsung’s June 14 announcement named four sites: Times Square in New York, Piccadilly Circus in London, the Entertainment Building in Hong Kong, and Shinsegae Square in Seoul’s Myeong-dong district. The Korea-based Seoul Economic Daily and the Asia Business Daily both confirmed the four locations in their own June reports. The Asia Business Daily reported the Seoul site started running the ad in May 2026, ahead of the other three.
How long will the campaign run?
Samsung’s press release says the outdoor push will continue through the end of 2026. The Korea-based Asia Business Daily and the Seoul Economic Daily both confirmed that same end-of-2026 timeline in their June reports. The two Korean outlets added that the specific end date in each market has not been set. The Seoul site started running the ad in May 2026, the Asia Business Daily reported. The campaign’s budget, regional end dates, and any sales targets have not been disclosed.
