Samsung's Olympics ad immerses you in the thrill of the games (even if you can't be there)

'Be There' spot from The Community is one of the agency's first global ads for the brand

Published On
Jul 16, 2021

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Last week, Olympic Minister Tamayo Marukawa announced that the 2020 Games would ban spectators due to a resurgence of the coronavirus in Japan—showing the pandemic's continuing toll on live events (and, in turn, the marketers that sponsor them).

A new ad from official Olympics partner Samsung, however, manages to fit the brand’s message into all the uncertainty by showing how its devices help fans “Be There” at the games, no matter where they are in the world.

The new film from The Community and directed by Us via Reset shows a series of vignettes of people around the world transported into the Olympics universe—one city commuter on the subway finds herself watching sprinters at the stadium; a man on a hike lands among the crowd at a basketball game; children in a classroom feel the wind on their faces as sailing competitors breeze by. Sky Brown, who will be one of the inaugural skateboarding athletes to participate in the Games, has her dad by her side during the competition, thanks to her Samsung phone. 

The ad aims to illustrate how Samsung technology has come to play an even bigger role in bringing friends and family together for major events such as the Olympics. 

“Sports have the power to bring the world together, but the world can't be together right now," Marcelo Padoca, executive idea director of The Community said in a statement. "This gives Samsung technology a meaningful and important role this year: bring athletes and fans together, even when they’re apart."

The Community has worked with Samsung for two years, focusing mostly on the Hispanic market, but last year, the partnership expanded to global work. The Olympics ad is one of its first for Samsung Global Mobile. 


Jul 16, 2021
Client :
Agency :
The Community
Director :
Production Company :
Founder & CCO :
Jose Molla
VP Executive Creative Director Executive Creative Director :
Roger Baran
VP Executive Creative Director Executive Creative Director :
Marcelo Padoca
Executive Creative Director :
Fernando Reis
Associate Creative Director :
Federico Diaz
Associate Creative Director Art Director :
Juarez Rodrigues
Associate Creative Director Art Director :
Manfred Kruger
Group Strategy Director :
Anthony Mariello
Global Strategy Lead :
Ed Tsue
Associate Connections Director :
Amilynn Soto
EVP Global Business Lead Publicis Groupe :
Radim Svoboda
SVP Global Account Director :
Vesna Siftar
Senior Brand Lead :
Adam Caron
EVP Head of Integrated Production :
Laurie Malaga
SVP Executive Producer :
Scott Kemper
Business Affairs :
Priscilla Houlihan
Production Company :
Director :
President :
Dave Morrison
EP & Director of Production :
Megan Moore
Producer :
Robby Mooring
Editorial :
Cabin Edit
Editor :
Robert Lopuski
Executive Producer :
Adam Becht
Producer :
Mary Stasilli
Sr Executive Producer :
Camila De Biaggi
Producer :
Colleen Valentino
Creative Director :
Alvin Cruz
2D Lead :
Thiago Porto
3D Lead :
Jessie Amadio
Color Company :
Company 3
Colorist :
Joseph Bicknell
Color Executive Producer :
Ashley McKim
Color Producer :
Julia Paskert
Music :
Composer :
Philip Kae
Mix Company :
Audio Mixer & Sound Design :
Philip Nicolai Flindt
Executive Producer :
Gregers Maersk Moeller

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