Samsung attempts to turn the Rio Olympics conversation to unity with 'The Anthem'

Samsung has stepped up its Rio Olympics campaign with an emotive new ad which attempts to bring the conversation back to the global unity which the Games create and move the focus beyond the recent ignominious actions of Russia.

The South Korean electronics giant is using its Olympics worldwide partner status to promote the upcoming release of its Galaxy 7 smartphone with a new ad titled ‘The Anthem’.

The film attempts to break down the geographic borders of the competition nations by combining segments of national anthems from several countries to form one anthem brought to life by fans and athletes, including Britain’s Tom Daley, American track and field athlete Alysia Montano and Australian boxer Shelley Watts.

In illustrating how Samsung can fit into its own campaign message the ad shows the Galaxy smartphone being used to capture and share video of fans singing lines from other national anthems with each clip fitting seamlessly into the next to form a new anthem.

Younghee Lee, Samsung’s executive vice president of global marketing, said the aim of the piece is to show how the brand’s technology can facilitate efforts to breakdown borders and unite people.

“By singing one anthem, fans and athletes across the globe can feel a shared sense of pride and unity and together celebrate collective progress, which is integral to the spirit of the Olympic Games,” said Lee.

As the Games draw close Samsung will feature each of its athletes featured in the ad across a variety of individual digital and social content telling their stories of defying barriers and overcoming obstacles.

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