Samsung Galaxy calls up future with old Doris Day song


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.

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