Casa Inteligente

Samsung’s new campaign revives the iconic “El Chavo del Ocho” TV series to showcase home connectivity
The most successful Latin series gets a “new episode” full of nostalgia to show how SmartThings transforms device integration into everyday magic.

Samsung launches its new campaign by creating a new episode of “El Chavo del Ocho”, one of the most iconic TV series in Latin America. Presenting and highlighting the company’s connectivity solutions through the SmartThings system, the strategy the brand demonstrates in a playful way all the benefits and facilities that the platform brings to people’s lives.

To achieve it, Samsung developed this exclusive campaign in partnership with Mexican Grupo Chespirito, the original producer of the series. “We want to show that residential connectivity is accessible to everyone in a simple way, using a narrative that explores consumers’ memories and emotions. What once seemed like magic is innovation through SmartThings,” says Ilca Sierra, CMO of Samsung for Latin America. Created by Cheil Brasil, the communication will be broadcast throughout Latin America.

The campaign
The project was inspired by one of the most memorable episodes for fans and recreates a classic scene from “El Chavo del Ocho.” In the original episode, three of the main characters, Chavo, La Chilindrina, and Quico, believe they have invaded the house of Doña Clotilde – the “Witch of 71” – which leads them to go through several scary situations. However, in the original version, it is revealed that these events are the result of the trio’s imagination.
Now, with a modern twist, Samsung technology brings the story to life, as Chavo and La Chilindrina finally enter Doña Clotilde’s house for the first time. The characters encounter unexpected events: the door mysteriously opens, the curtains close on their own, the room temperature suddenly drops, and the lights turn off without warning. But what they don’t know is that these events are actually controlled by “the Witch” through the SmartThings app to keep intruders away.

The plot wants to show that behind all the “magic” is Samsung’s SmartThings. The smart system built into Samsung products allows users to create routines and scenarios that fit their daily needs through the company’s native app, as well as through other connected devices. By connecting TVs, washing machines, refrigerators, robotic vacuum cleaners, air conditioners, as well as curtains, doorbells, security cameras and more, users can remotely control and manage devices directly from their smartphones.

Samsung’s SmartThings aims to create seamless connectivity that improves your daily life. This integration simplifies routines, giving you more time to focus on what really matters: family, friends and leisure. And that’s what we see throughout the campaign: the ability to effortlessly connect and use home devices and appliances.
In addition, every detail of the set is meticulously designed to evoke fans’ memories of the beloved TV show. The colors, objects, and lighting faithfully reproduce the original “Village” as seen in the 1977 recordings. Classic music and sounds, such as the haunting howl inside the Witch's house, have been restored from the original phonograms provided by Grupo Chespirito.

Special care was also taken in choosing the actors and the language in which they would act. More than 200 Latin actors were evaluated, considering the height reference between the characters. The recordings were in Spanish and dubbed into Portuguese for the Brazilian market, just like the original production.

The SmartThings solution is available for free download and use on Android and iOS devices. The application is compatible with various home appliances, such as smart TVs and smart accessories.