Samsung debuts global Rio 2016 Olympic spot ‘The Anthem’ via Leo Burnett, Chicago + Sydney
With less than one month to go until the Opening Ceremony of the Rio 2016 Olympic Games, Samsung Electronics, Worldwide Olympic Partner in the Wireless Communications Equipment, has debuted its marquee Olympic Games commercial, titled “The Anthem.”
As a continuation of Samsung’s global Olympic Games campaign, the TV and digital spot, a joint effort of Leo Burnett Chicago and Sydney, strives to break down barriers of geographic borders and to unite the world by combining segments of national anthems from several countries to form one anthem brought to life by athletes and fans across the globe.
“The Anthem” opens with a young girl from Australia singing a line of the Botswana national anthem into a Samsung Galaxy S7edge. Throughout the ad, the Samsung Galaxy smartphone travels to all corners of the world, capturing and sharing the voices of fans and athletes around the globe as they sing lines from other national anthems. Each line follows seamlessly to form a brand new anthem, giving viewers a glimpse of how Samsung innovative mobile products and technologies can help to break down geographic barriers and unite the world through deep, borderless connections.
“‘The Anthem’ is a reflection of the Samsung brand and our continuous pursuit to break down geographic barriers and unite the world through technology and borderless communication,” said Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics. “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.”
Six global athletes are featured within the spot, each of whom has a unique story of defying barriers and pushing through constraints to make meaningful progress and achieve his or her goals. The athletes include:
Tom Daley (Great Britain, Diving) – London 2012 Olympic Games Bronze Medalist, 10m Platform; Alysia Montano (United States of America, Track & Field) – London 2012 Olympic Games, 5th place, 800m; Arnaud Assoumani (France, Paralympic Games Athletics) – London 2012 Paralympic Games 2x Silver Medalist, Triple Jump F46 and Long Jump F46, Beijing 2008 Paralympic Games Gold Medalist, Long Jump F46, Athens 2004 Paralympic Games Bronze Medalist, Long Jump f46; Margret Rumat Rumat Hassan (South Sudan, Track & Field); Shelley Watts (Australia, Boxing); Gabriel Medina (Brazil, Surfing) – 2014 WSL World Champion
These athletes will also be featured in a variety of digital and social content, leading up to and throughout Rio 2016 which will tell their stories of defying barriers and overcoming obstacles, helping fans across the globe connect with what it means to “Do What You Can’t.”
“The Anthem” is a continuation of Samsung’s Rio 2016 Olympic Games global campaign centered on athletes who persevere and never giving up for the sake of making meaningful progress. Earlier this year, Samsung began the campaign with the short documentary film, “A Fighting Chance” to showcase the inspiring story of four Olympic hopefuls from diverse countries who are fighting constraints and pushing the limits to help their countries make history. Samsung followed with “The Chant,” which celebrates personal progress made by athletes and fans through devices like the Galaxy S7 edge and Gear IconX that help them to defy distance and stay connected.
16 Comments
Beautifully powerful. Wow. So nicely done.
Amazing. Well done Nils!
https://www.youtube.com/watch?v=3T60NaNPiMg&list=PLE6B8E956CE6765AC
https://www.youtube.com/watch?v=-NRCt9NQqEE&list=PLEE4E24DA45E042BC
No wonder the industry is in the toilet.
Apart from the fact it’s a blatant copy..
It’s a bit dull.
Other than that, money well spent.
This is an anthem made up of other anthems. The Pangea example you reference is a country singing another countries anthem. I see slight slim similarities but please you’re clutching at straws.
This is great work. Be proud.
Goosebumps on top of Goosebumps!
@Pangea that’s a desperate reference. Well done Nils and all involved, nice spot.
For the love of whomever you desire, can you fucking dingbats please stop commenting with youtube links to ads that normal people, you know customers/viewers/your mum don’t even fucking know about. FUCK.
Is datchoo Vinnie?
Well done paesano.
Very very good. Congrats!
Timely and timeless.
I woke up to another devestating terroist attack this time in Germany. Watched this soon after.
Tears.
its pretty epic, and really nicely done
something just makes it pass me by though, having to read the subs and the same time as taking it in is a bit fragmented and im just not sure if the music works – cutting it up like that, but kind of setting it to music too – just feels a bit odd.
Anyway, personal opinion. Like I said, you cant fault the visual
Talk about ramming the product in there.
At first it looks like it might have an idea, like the power to connect the world by passing a velfie baton of song or SOMETHING.
But it turns out it’s pretty much one girl watching it all on her Samsung?
Random.
Be honest.
It’s a generic World In Unison type anthem ad that goes back to the 1995 RWC and even further.
Even the ad’s name is generic.
A world of wallpaper.
Bombastic clap trap!
You missed the lines about systematic drug taking, cheating and cover-ups.