Liverpool face Real Madrid in the Champions League final in Kiev on Saturday night.
Thousands have fans have flocked out to Ukraine for the showdown as Jurgen Klopp looks to get one over on Zinedine Zidane.
Many more will be watching at home but their screens are set to switch off this weekend, reports the Birmingham Mail.
But don’t go searching for your remote control.
So what will happen? Well, screens will buzz with what looks like static and interference before going blank and silent, in what is billed as a UK first.
It is all because of a 20-second “disruptive” advert, to launch on Friday and continue for 10 days, has been created by Samsung “to remind the public that their TV is simply a boring black screen for 90% of the time”.
Screens will go blank and silent for five seconds as part of the initial adverts, designed to promote Samsung’s QLED technology, which blends in with home decor or display imagery when not in use.
This will mean tens of millions of people will be left watching a broadcast of absolutely nothing.
Samsung’s QLED technology has an ‘ambient’ mode meaning viewers need never see a blank screen again, and instead their TV will mimic their wallpaper or interior décor to blend into a room.
The 10-day campaign has also rolled out to London’s Piccadilly Circus, where the iconic advertising billboards will turn blank.
And from Friday even cinema viewers will have their screenings disrupted when the famous Pearl and Dean tune will be interrupted during screenings of the new Star Wars film ‘Solo’ as screens appear to switch off.
A bizarre trio of TV-headed people will also be roaming around the capital telling consumers that ‘This is the end’ for their old televisions, using the hashtag #TVblackout.
Samsung’s spokesman said: “This unique and disruptive marketing campaign has been designed to underscore this messaging in the most dramatic way possible, switching sets off to remind the public that their TV is simply a boring black screen for 90% of the time.”
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