Leo Burnett Israel: Not Everything is a Crisis by Samsung Galaxy

Date: Sep 2018
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Samsung Galaxy is extolling the virtues of a long battery life in ‘No Crisis’ the musical, which looks to put phone-related panic firmly into perspective.

To promote the Galaxy Note9’s trusty battery life, Samsung Israel developed a musical ad exploring the nature of 'crisis, poking fun at mobile dependency along the way.

The spot from Leo Burnett Israel opens with over-egged panic triggered by an empty battery in a device, with no charger to save the day. Enter stage left: a pianist gives the camera a knowing look to humorously undermine the workers 'crisis,' before the scene dissolves in a musical number.

The viewer is then taken on a fanciful journey through real disasters, such as missed flights, getting locked in a sauna, and crashing into the Nasdaq, which urges them to 'keep the crisis for the real crisis'.

Running for 90 seconds the ad outlines the benefits of the new product, chiefly an all-day battery, a Bluetooth S-Pen and ‘super powerful performance’.

Credits

Agency Credits: Leo Burnett

CEO- Adam Polachek

Chief Creative Officer: Ami Alush

Chief Account Officer: Idit Zukerman

Chief Strategy Officer: Shai Nissenboim

Strategic Planner: Liz Stull

Art Director: Meital Miller

Copywriter: Oren Ben Naim, Elad Gaizler, Tal Menkes

Agency Producer: Menny Zarhia

Account Supervisor: Sapir Aharoni

Account Executive: Nofar Zinger

Social Account Manager: Lio Schafferman

Traffic Manager: Maya Varochik

Marcom Director: Eva Hasson

: Tal Zagreba

Graphic Designer: Oren Bar

Musical Composer & Musical Arrangements: Shlomi Shaban

Photographer: Roman Linetsky

Art Director: Neta Dror

Active Director: Ravit Aviv

Composition and Design: Vadim Bar Zakharin, Tal Porat, Amir Steiner and Gal Primack Najari

3D: Omer Arieli

Editor: Shahar Be'eri

Musical Production: Niv and Meital (Nov)

Sound: Sidney Toledano

Production and post production: Omri Paz Productions

Producer of the post: Ophir Tal

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