Doris Day's voice presents an optimistic, tech-integrated future for Samsung

A remixed 'Que Sera Sera' backs modern vignettes that offer a glimpse of what might be

Published On
Feb 05, 2019

Editor's Pick

A chorus of “Que Sera Sera” begins typically enough, with a young child wondering about the path her future will take. But while riding along on an analog tricycle, she’s also interacting with an advanced computer-generated cartoon, just a bit too futuristic for the real world.

The tech-of-the-future throughline continues as other singers, most musing quietly to themselves or loved ones, design clothes in an interactive mirror, draw tattoos with a robot and watch their baby in utero with a phone-operated ultrasound.

The spot for Samsung--for each of these current impossibilities is powered by a Samsung phone--closes with a real-life meetup to slay an augmented reality monster, balancing the quaint optimism of the classic song with an equally optimistic view of an unknown future.

The ad by Leo Burnett is directed by Sam Pilling via Pulse Films and continues the brand’s “Do What You Can’t” campaign. Along with Human Music, the agency used Doris Day’s original 1956 recording, which was remixed with cymbals and bass.

That tune seems to be making the rounds--Squarespace also used it in its new campaign starring Idris Elba, who lip syncs to a girl's performance of the song. 

Credits

Date
Feb 05, 2019
Client:
Samsung
EVP, Global Head Brand Marketing:
Pio Schunker
VP, Global Brand Marketing:
Sonia Chang
Senior Manager:
Yeji Kim
Senior Manager:
Daniel Kim
Senior Manager:
Alison Han
Creative Agency:
Leo Burnett-Chicago
Chief Creative Officer Worldwide:
Mark Tutssel
Chief Creative Officer Chicago:
Britt Nolan
Executive Creative Director:
Tom Scharpf
SVP Creative Director:
Michael Shirley
VP, Creative Director:
Sam Bruehl
Creative Director:
Travis Klausmeier
Senior Copywriter:
Ricky Johannet
SVP, Executive Producer:
Scott Kemper
Senior Producer:
Bonnie Van Steen
Senior Producer:
Michelle Price
Director, Music Production:
Chris Clark
Senior Business Manager:
Shirley Costa
Business Manager:
Anne Paganini
Senior Talent Manager:
Mike Hurley
EVP, Worldwide Account Head:
Steve Bonnell
VP, Global Account Director:
Vesna Siftar
VP, Group Account Director:
Barry Fitzpatrick
Global Account Director:
Freddy Mota
Global Account Executive:
Emery Barnes
EVP, Global Strategy Director:
Aki Spicer
SVP, Global Strategy Director:
Christopher Bridgland
Global Strategist:
Julio Castillo
Production Company:
Pulse Films
Director:
Sam Pilling
Executive Producer:
Dav Karbassioun
Producer:
Chris Harrison
Production Coordinator:
Tom Nutting
Media Agency:
Starcom
VP, Director:
Giulio Del Bufalo
Business Director:
Adam Hughes
Global Planning and Activation Director:
Danny Parra
Editorial Company:
Tenthree
Editor:
Ellie Johnson
Visual Effects Company:
The Mill
Visual Effects Supervisor:
Udesh Chetty
Executive Producer:
Blake Nickle
Producer:
Mike Pullan
Color Company:
The Mill
Head of Color:
Fergus McCall
Music Company:
Human
Music Arrangement:
Thomas Keery
Creative Lead:
Morgan Visconti
Executive Producer:
James Dean Wells

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Project Type