The Drum Awards for Marketing - Entry Deadline

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Client: Samsung
Date: Apr 2017
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Samsung is following up its charmingly weird 'Ostrich' spot with one that packs a bit more of an emotional punch. Called ‘The New Normal,’ the brand’s latest shows how future generations will utilize and benefit from technology that our generation once deemed impossible.

Created by Leo Burnett Chicago, the spot falls under the brand’s recently launched “#DoWhatYouCant” tagline, a rally cry of sorts that aims to position Samsung as an innovative, boundary-pushing company.

The spot, set to a rendition of The Beatles’ “Across the Universe,” promotes Samsung’s new Galaxy S8 as well as its Gear VR headset, Smartwatch and Gear 360 camera. Told through the eyes of children, the ad illustrates how the next generation won’t be as wowed by innovations like waterproof smartphones and smartwatch payments since, for them, these things will simply represent the new normal.

The ad comes just weeks before the Galaxy S8 is officially released. To promote the upcoming phone’s launch, Leo Burnett also created a spot called “Breaking Out” that touts the Galaxy S8’s nearly bezel-free screen.