Technology Overcomes Fear in Samsung's Latin American Spot
Ad is Part of Brand's 'Do What You Can't' Campaign
Editor's Pick
Samsung is promoting its "Do what you can't" tagline in Latin America with a new spot in which the narrator is fear itself.
In the ad, created by Leo Burnett Argentina and directed by Landia's Milton Kremer, the idea is that "fear" is lamenting that there was once a time when he "ruled the world," a time in which "no-one dared to confront me." We see vignettes from this time; for example, a young boy secretly practicing ballet in his bedroom and a female couple furtively holding hands.
However, fear goes on to explain angrily that people are defying him and he is ceasing to exist, as we see people, with the help of smartphones and new technology, pronouncing their sexuality publicly, filming each other doing crazy things, daring to launch startups and experimenting with virtual reality. The spot ends with the message "Don't fear fear any more" followed by the #dowhat youcan't tagline.
Credits
- Date
- Apr 18, 2017
- Brand :
- Samsung
- Client :
- Samsung
- Agency :
- Leo Burnett-Argentina
- Director :
- Milton Kremer
- Product :
- Ecosistema Mobile Brand Philosophy
- Director :
- Matias Eusebi
- Director :
- Ammiel Fazzari
- Creative Director :
- Hernán GarcÃa Dietrich
- Creative Director :
- Tobias Tercic
- Art Direction :
- Sebastián Arias
- Editorial :
- David Gómez Mejia
- Audiovisual Production Manager :
- Federico Puricelli
- Audiovisual Producer :
- Francisco Tanto
- Account Management :
- Hernán Cuñado
- Account Supervisor :
- Sofia Citro
- Producer :
- Landia
- Management :
- Milton Kremer
- Production Executive :
- Adrian D'Amario
- General Production :
- Iván Grichener
- Photography Director :
- Diego Robaldo
- Art Direction :
- Magdalena Arrieta
- Dresser :
- Manuel Morales
- Edition :
- Alejo Santos
- Post Production :
- Luciano Taccone
- Sound Director :
- Elefante Resonante
- Music Band :
- Circle of Sound
- Responsible for Client :
- Jean del Pino
- Responsible for Client :
- Candelaria Seara
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