In its ambition to become the UK’s ‘best loved brand’, Samsung has launched an online talent competition with celebrity mentors that it plans to turn into a TV show. 

The consumer electronics giant has partnered with actor and producer Idris Elba (video below), singer-songwriter Paloma Faith, photographer Rankin, and chef Gizzi Erskine, all of whom will act as mentors, nurturing British talent in their respective fields.

Potential participants were invited to apply via Facebook by March 6, with a two-minute film that encapsulates their particular passion project. For instance, as Idris Elba points out in the below short video, a ‘rough’ script with a strong idea that needs refining. 

More than 600 people have downloaded the app since it launched on February 3. The most popular category by far is music, with wannabe performers already attracting support for their videos.

The final 4 participants, as selected by each mentor, will feature in a television series that will air on UK TV in spring 2014. There will also be a ‘People’s Choice’ winner per category, voted for by the public on Facebook. These winners will receive personal tuition and Samsung products that will support them in pursuing their dreams.

Ad agency Cheil UK and media agency Starcom, both in London, worked on the campaign.

Find out more here: http://po.st/MV8S0F

Watch Idris Elba discuss the project below: