Samsung is introducing the 2018 QLED TV in a new commercial, released with the tagline “See nothing else”.

The 30-second ad takes viewers on a journey back in time, showing various Samsung TVs from their beginnings to the most recent one, the 2018 QLED TV. The voiceover lists a series of changes made over the decades “for the purest TV experience,” mentioning that the brand has reduced the frame, the clutter, and the reflections on the screen. “We’ve removed more of the TV so you can enjoy TV more. Even when it’s off,” the voiceover adds, introducing then the 2018 Samsung QLED TV and saying the slogan “See nothing else”.

Samsung’s QLED 2018 line-up includes the Q9F, Q8F, Q7F, Q7C (a curved variant) and the Q6F. The first two offer full-array local dimming, while the balance of the QLED lineup use edge-lighting technology and are therefore slightly slimmer in form. The entire QLED TV range features anti-reflective technology which increases off-angle picture performance and black level performance, and Ambient Mode, the chameleon-like feature which allows the TV to mimic its surroundings on-screen. The TV can also overlay weather information, news, or photos looking like real photo prints.

In a commercial released earlier this year, aimed at encouraging people to “spend more time watching and less time searching”, Samsung highlighted a series of key features of its newest QLED TVs, listing the “seamless and effortless experience even from the set-up”, a remote control that automatically detect and identify your devices as you connect and consolidate all your remotes into one remote control, the voice-command and more.

For a campaign running in the UK, the tech giant has enlisted retired professional footballer Thierry Henry to pitch the new QLED TV, which promises to offer “unrivalled viewing experience and endless style right at your fingertips.”