A South Sudanese Athlete Heads to the Olympics in Samsung's Uplifting Ad
Spot Follows Documentary Around Competitors From Smaller Nations
Jun 20, 2016
South Sudanese 400m runner Margret Rumat Rumat Hassan is the subject of this stirring Olympics ad from Samsung.
The spot, by Leo Burnett Chicago, follows on from the brand's documentary A Fighting Chance, which profiled competitors from smaller and poorer nations. For the first time ever, South Sudan will be sending a team to the Olympics, and this spot, directed by Epoch's Martin de Thurah, shows Ms. Rumat Rumar Hassan preparing to compete under the team flag.
It opens on her in the locker room where she puts in Samsung Gear IconX cord-free earbuds paired with a Samsung Galaxy S7 edge. As she walks from the locker room to the stadium, viewers are transported to a village in South Sudan where the entire nation is chanting her name to cheer her on and celebrate her journey. The chant becomes more and more insistent and joyful as she approaches the stadium, and the ad ends with the message "Proud sponsor of those who defy barriers."