Samsung: The Future by Leo Burnett Chicago
- Location:
Doris Day sang the song Que Será Será back in the 1950s, but Samsung is giving the song new life as the soundtrack to a spot that is anything but stuck in the past.
‘The Future’ shows how the features of the Samsung Galaxy are charging forward, which juxtaposes the laissez faire attitude of the classic song with the brand’s forward-thinking innovation.
Samsung is launching the brand campaign to kick off a year that will both celebrate the 10th anniversary of Galaxy smartphones and set the foundation for its next wave of products.
The anthem spot showcases the potential of technologies to come — seamless multi-device experiences, artificial intelligence, radical new displays — and teasing Samsung’s 5G products and foldable display technology not yet available to the public. It shows makers like designers and tattoo artists and how Samsung will benefit them, as well as gamers and even shows an at-home ultrasound feature on one device.
Credits
Advertiser: Samsung Global
Pio Schunker: EVP, Global Head Brand Marketing
Sonia Chang: VP, Global Brand Marketing
Yeji Kim: Senior Manager
Daniel Kim: Senior Manager
Alison Han: Senior Manager
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
Sam Pilling: Director
Dav Karbassioun: Executive Producer
Chris Harrison: Producer
Tom Nutting: Production Coordinator
Media Agency: Starcom Worldwide
VP, Director: Giulio Del Bufalo
Business Director: Adam Hughes
Danny Parra: Global Planning and Activation Director
Editorial Company: TenThree
Ellie Johnson: Editor
Visual Effects Company: The Mill
Udesh Chetty: Visual Effects Supervisor
Blake Nickle: Executive Producer
Mike Pullan: Producer
Color Company: The Mill
Fergus McCall: Head of Color
Music Company: Human
Music Arrangement: Thomas Keery
Creative Lead: Morgan Visconti
Executive Producer: James Dean Wells
