Samsung's Olympics Spot Strings Together the World's National Anthems

In an Age of Nationalism, Electronics Marketer Looks to Break Down Borders

Published On
Jul 21, 2016

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With nationalism rising across the U.S. and Europe, geographic borders are gaining relevance. But with an Olympic-themed ad breaking today, official sponsor Samsung is urging people to break down borders and barriers in a campaign that runs counter to the political tide sweeping much of the globe.

The spot, called "The Anthem," makes a call for global unity by stringing together scenes of people singing various national anthems. They're singing not their own anthems, however, but those of other countries. The ad opens with a girl from Australia, for example, singing a line of the Botswana national anthem into a SamsungGalaxy S7 Edge smartphone.

The commercial aims to give viewers "a glimpse of how Samsung innovative mobile products and technologies can help to break down geographic barriers and unite the world through deep, borderless connections," Samsung said in a statement.

The agency is Leo Burnett, in Chicago and Sydney.

"By singing one 'The Anthem,' fans and athletes across the globe can feel a shared sense of pride and unity and together celebrate collective progress, which is integral to the spirit of the Olympic Games," said Younghee Lee, executive VP-global marketing, mobile communications business at Samsung Electronics.

The ad features six global athletes, including American Alysia Montano, who competed in track and field at the 2012 Olympics; French Paralympic athlete Arnaud Assoumani; and Australian boxer Shelley Watts. The athletes will be featured in additional content online, in which they "tell their stories of defying barriers and overcoming obstacles," according to Samsung.

Samsung, which began its Olympic marketing tenure as a local sponsor of the 1988 Olympics in Seoul, is now a worldwide Olympics sponsor in the wireless communications equipment category. Its deal extends through the 2020 games in Tokyo.

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Jul 21, 2016
Brand :
Client :
Agency :
Leo Burnett-Chicago
Agency :
Leo Burnett-Sydney
Global Partnership Assistant Manager :
Alison Daeun Han
Global Chief Creative Officer :
Mark Tutssel
Chief Creative Officer :
Britt Nolan
Executive Creative Director :
Vince Lagana
Executive Creative Director :
Grant McAloon
Creative Director :
Scott Huebscher
Senior Art Director :
Nils Eberhardt
Senior Copywriter :
David Govier
Executive Producer :
Matt Blitz
Senior Producer :
Christopher Cochrane
Senior Vice President, Global Account Director :
Radim Svoboda
Client Services Director :
Amanda Quested
Account Director :
Ashley Beam
Global Account Supervisor :
Huy Ngo
Account Executive :
Emily Smith
Business Director :
Brendan Swansborough
Senior Vice President, Global Strategy Director :
Kara Yang
Director, Strategy :
Christopher Bridgland
Director, Celebrity Services :
Peggy Walter
Vice President :
Peggy Walter
Director, Music Production :
Chris Clark
Music Company :
Human Worldwide
Composer :
John Christopher Barnes
Arranger :
Matthew O'Malley
Sound Designer :
Daryl Pinsdorf
Creative Director :
Gareth Williams
Creative Director :
Daryl Pinsdorf
Creative Director :
Matthew O'Malley
Executive Producer :
Jonathan Sanford
Visual Effects :
Visual Effects Producer :
Zach Wakefield
Edit :
Editor :
Andy McGraw
Executive Vice President, Global Marketing for IT and Mobile Division :
Younghee Lee
Agency :
Leo Burnett-Chicago and Sydney
Senior Vice President, Global Head of Integrated Marketing :
Pio Schunker
Global Head of Experiential Marketing :
John Chang Young Kim
Global Partnership Manager :
Daniel Taehyun Kim

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