The advertisement shows a number of anthropomorphized television sets, most of them in a widescreen format that presently dominates the market.
At the end of the video, a device taller than it is wide is shown covered by a white sheet. As the camera zooms in, the upper segment of the set lights up, enlightening a traditional 16:9 widescreen display up top, veiled behind the sheet.
Samsung also posted a press release last week boasting that true innovation of TV design is coming up with a unique new TV shape and enduring gallery design.
A complementary image shows a rectangle that looks like a widescreen HDTV turned on its side, into portrait mode rather than landscape.