Ad Nut
Feb 8, 2019

Samsung has visions of tech utopia in new global brand campaign

Set to Doris Day's hit 'Que Será Será', a TVC launching today shows positive visions of technologies to come.

Samsung today launches a new global brand campaign created by Leo Burnett Chicago.

The campaign arrives at the start of a year that will see "enormous transformation with the launch of Samsung’s upcoming products", according to the company. So among several still-futuristic scenarios, such as handheld ultrasound and remote robotic tattooing, the 60-second ad shows glimpses of Samsung's much talked-about foldable displays.

'Que Será Será' epitomizes Samsung’s mission to see the world as it could be, instead of accepting the limits of today, the company said.

That's an interesting tension. The TVC makes use of Doris Day's original version of the classic song, albeit over top of a modern beat track. While the song is something of an ode to fatalism, the spot promotes Samsung's relentless belief that "the future is ours to shape".

Personally, Ad Nut finds visions of technological utopia increasingly hard to swallow given today's environment of political unrest, ecological catastrophe and resurgent nationalism. However, there's really no other direction Samsung can logically take, and this spot does a good job of bringing potential advances down to the individual level. Who wouldn't prefer Samsung's future to the one we often appear to be headed toward?   


Advertiser: 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

Creative 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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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