Leo Burnett has dropped a new spot for Samsung Galaxy to help kick off a year that celebrates not only the 10th anniversary of Galaxy smartphones, but also sets the foundation for its next wave of products.
And they’re using a classic Doris Day song to do it.
The brand is giving her song “Que Será Será,” recorded back in the 1950s, new life as the soundtrack for a spot entitled, “The Future.” Directed by Pulse Films, Sam Pilling, the :30-second spot effortlessly juxtaposes the relaxed attitude of the song with the brand’s visionary innovation. Watch below:
The anthem also showcases the potential of technologies, once just existing in imagination, coming to life — seamless multi-device experiences, artificial intelligence, radical new displays to name a few. Samsung’s 5G products and foldable display technology are also teased.
Apple has established its brand as the choice of artists, but here Samsung showcases designers and tattoo artists, gamers and more enjoying the benefits of and how Samsung will benefit them.
Credits
Client: Samsung Global
Pio Schunker: EVP, Global Head Brand Marketing
Sonia Chang: VP, Global Brand Marketing
Yeji Kim: Senior Manager
Daniel Kim: Senior Manager
Alison Han: Senior Manager
Agency: Leo Burnett, Chicago
Chief Creative Officer Worldwide: Mark Tutssel
Chief Creative Officer Chicago: Britt Nolan
Executive Creative Director: Tom Scharpf
SVP, Creative Director: Michael Shirley
VP, Creative Director: Sam Bruehl
Creative Director: Travis Klausmeier
Senior Copywriter: Ricky Johannet
SVP, Executive Producer: Scott Kemper
Senior Producer: Bonnie Van Steen
Senior Producer: Michelle Price
Director, Music Production: Chris Clark
Senior Business Manager: Shirley Costa
Business Manager: Anne Paganini
Senior Talent Manager: Mike Hurley
EVP, Worldwide Account Head: Steve Bonnell
VP, Global Account Director: Vesna Siftar
VP, Group Account Director: Barry Fitzpatrick
Global Account Director: Freddy Mota
Global Account Executive: Emery Barnes
EVP, Global Strategy Director: Aki Spicer
SVP, Global Strategy Director: Christopher Bridgland
Global Strategist: Julio Castillo
Production Company: Pulse Films
Sam Pilling: Director
Dav Karbassioun: Executive Producer
Chris Harrison: Producer
Tom Nutting: Production Coordinator
Media Agency: Starcom Worldwide
VP, Director: Giulio Del Bufalo
Business Director: Adam Hughes
Danny Parra: Global Planning and Activation Director
Editorial Company: TenThree
Ellie Johnson: Editor
Visual Effects Company: The Mill
Udesh Chetty: Visual Effects Supervisor
Blake Nickle: Executive Producer
Mike Pullan: Producer
Color Company: The Mill
Fergus McCall: Head of Color
Music Company: Human
Music Arrangement: Thomas Keery
Creative Lead: Morgan Visconti
Executive Producer: James Dean Wells
Source: The Drum
