Samsung's global "Do What You Can't" campaign debuted with a spot last March that depicted an ostrich learning what it's like to fly by means of virtual reality. In its latest ad, human beings defy the word "can't," with the message that people are born to do the impossible.
A series of different vignettes, in the ad by Leo Burnett Chicago, kicks off with "can" scenarios: a baby walking and a child learning to swim and to ride a bike. But the narrative then switches to show people being told they "can't" do things -- a father tells a little boy he can't get a doll, a vlogger is abused with "can't you just get a real job?" and a musician is trolled on social media with the comment "can't even play." The final scenario shows an amputee learning to walk again--she says she can't do it, but finally with the help of a Samsung VR headset, she can. The soundtrack, "All the Things That I've Done" by the Killers, kicks in at this point.
Mark Zibert at Imperial Woodpecker directed the spot. It's airing in several countries and debuted in the U.S. during the Winter Olympics opening ceremony.