MUMBAI: Samsung Galaxy S III is launching a new worldwide ad campaign with David Bekham to make London 2012 "Everyone's Olympic Games".

Conceptualised and created by Cheil Worldwide, the TVC has gone on air in India today.

Throughout the campaign, the mobile brand bases its Olympic marketing activity around an "Everyone's Olympic Games" theme. Through Galaxy S III, the company aims that everyone around the world can feel the anticipation, excitement, and celebration of the Olympic Games.

Cheil Worldwide global ECD Wain Choi said, "London 2012 is the first Olympics where television will no longer be the dominant medium; our film shows how the new Galaxy S III's opens up the games for everyone to enjoy, in a variety of different ways, thanks to the phone's multi functions. More than just a sports spot, we aim to show how, more than ever before, it's 'everyone's Olympic Games."

"This will be the first truly 'social' Olympics. Second screens (even third screens) will fundamentally change the way people experience these games. We wanted to use one of the most recognised sportsmen in the world (David Beckham) to invite the world to participate in these games as never before, through the incredible technology inside the Samsung Galaxy S3. Beckham literally 'kicks off' the excitement, hitting a huge gong with an amazing long range shot, as all the world looks on. He unleashes the excitement, and turns years of anticipation into active participation," Cheil UK ECD Logan Wilmont added.

According to the company, the ad spot shows people all over the world waiting expectantly for the games to begin and then exploding into life when Beckham launches the games using his Galaxy S III. Beckham kicks a ball against a drum, signaling the beginning of the the sporting event. Even those who don't have the tickets can enjoy the Games through Samsung Galaxy S III's mobile technology anywhere.