Guest Contributor: Theda Braddock
Take a classic song with a universal message, re-mix and use in ad campaign. It might seem like a trite formula but it works just right in Leo Burnett’s new film “The Future” for Samsung, which uses “Que Será Será” to showcase what will be in terms of tech. The 1-minute spot continues the brand’s “Do What You Can’t” tagline, and pledges that what Samsung is doing today will let us create the future. The forward thinking philosophy is a mantra for the brand, which is gearing up for what its promises to be a transformative year.
Today, Samsung is readying 5G products and foldable display technology. Tomorrow (or soon) we’ll be able to do what the characters in the “The Future” are doing. A young girl watching a digital animation on a window, a fashion designer using an interactive mirror, a robot inking in a tattoo artist’s design in real-time, a same-sex couple using their phone to perform an ultrasound, and video gamers battling it out with IRL objects – a relatively diverse casting that demonstrates an array of technological possibilities in a variety of contexts. The characters hum along to the cheerful airiness of Doris Day’s voice, a juxtaposition that demonstrates the message’s timelessness and builds excitement for tomorrow.
CREDITS:
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
