The Drum Awards for Marketing - Extended Entry Deadline

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Client: Samsung
Date: Feb 2019
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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.


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