The Galaxy S8 Is the Center of a Surreal, Connected Universe in Latest From Samsung

Brand Continues 'Do What You Can't' Campaign With More Ambitious Ads

Published On
Apr 07, 2017

Editor's Pick

Samsung has turned to big, audacious storytelling to introduce its new Galaxy S8. Earlier, it debuted a fantastical ad out of Leo Burnett about an ostrich who learns to fly, as part of its continuing "Do What You Can't" campaign.

The agency has created another pair of bold, beautiful spots: Carrying the "Do What You Can't" tag, "The New Normal" depicts the S8 as the center of a surreal, connected universe -- a father broadcasts the Northern Lights to his baby boy as he heads off to dreamland in his crib, school kids run alongside T-Rexes (with the help of a Gear headset), children exchange data with elders through their smartwatches. Like "The Ostrich," which featured Elton John's "Rocket Man," the latest spot is backed by a powerful, nostalgic track, Rufus Wainwright's cover of The Beatles' "Across the Universe." The endline reads, "Our generation's impossible, it the next one's normal."

A second, more product-focused ad, "Breaking Out," employs a clever visual device to showcase the phone's new infinity screen, which wraps across the new device. The spot starts out featuring a traditional mobile device with screen framed by its casing, but as videos play within--featuring a woman boxing, a boy drumming, a man kicking a ball -- the characters' actions shatter the borders around, giving birth to the S8.

Mark Zibert of Imperial Woodpecker directed "The New Normal," while Marco Spier of Psyop directed "Breaking Out."