What Does a Snail Have to Do With Surfing? Samsung Explains

Spot Is Latest in Brand's Sponsorship of World Surf League

Published On
Jul 19, 2016

Editor's Pick

Samsung already has a great reputation for its evocative surfing ads (such as last year's We Are Greater Than I by 72andSunny), and here's another cinematic-style short that has already caught the eye of surf blogs.

This time by Leo Burnett Chicago, the new ad shows a young Indian boy learning to ride the waves. A gravelly voiceover makes an unlikely analogy -- comparing his efforts to tame the power of the ocean with that of a snail trying to cross "the largest desert of a sidewalk it's ever seen." The boy uses a Samsung phone (including during lessons and at night, to the disapproval of his Dad) to be inspired by pro surfers Gabriel Medina, John John Florence, Mick Fanning and Sally Fitzgibbons. They also appear at the end of the film, pointing out that none of them could surf either, "until we did."

Filmed in India by director AG Rojas of Park Pictures (who captures the snails, as well as the waves, beautifully) the spot was launched this week by Samsung in time for the World Surf League 2016 World Championship Tour.


Jul 19, 2016
Brand :
Client :
Agency :
Leo Burnett-Chicago
Global Chief Creative Officer :
Mark Tutssel
Chief Creative Officer :
Britt Nolan
Senior Vice President, Creative Director :
Brian Siedband
Senior Vice President, Creative Director :
Gordy Sang
Creative Director :
Rob Calabro
Senior Art Director :
Luis Marques
Executive Producer :
Matt Blitz
Senior Producer :
Bonnie Van Steen
Senior Vice President, Global Account Director :
Radim Svoboda
Account Director :
Ashley Beam
Global Account Supervisor :
Huy Ngo
Senior Vice President, Global Strategy Director :
Kara Yang
Director, Strategy :
Christopher Bridgland
Director, Celebrity Services :
Peggy Walter
Vice President :
Peggy Walter
Production Company :
Park Pictures
Director :
A.G. Rojas
Director, Photography :
Alwin Kuchler
Director, Photography :
Robert Bruce
Photography :
Executive Producer :
Dinah Rodriguez
Line Producer :
Pete Vitale
Editorial House :
Exile Editorial
Editor :
Conor O'Neill
Executive Producer :
CL Weaver
Post Production :
Executive Producer :
Elexis Stearn
Creative Director :
Paul O'Shea
Colorist :
Ricky Gausis
Original Music :
Barking Owl
Creative Director :
Kelly Bayett
Sound Design :
Michael Anastasi
Executive Producer :
Jackie Kelman Bisbee
Copywriter :
Rob Calabro
Visual Effects Producer :
Brian Friel

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