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.