Samsung Desafiando Barreras (The Chant)

  • EMOTION INTO ACTION SCORE 80.13
  • YEAR 2016
  • Parent company Samsung
  • AGENCY Leo Burnett Chicago
  • CATEGORYTechnology
  • REGION Latin America
  • COUNTRY Colombia
  • MEDIUM TV Long

Our Opinion

The montage isn’t the only route to Olympics Feeling – strong storytelling works as well as it does in any ad. Samsung’s commercial uses the moving story of the first ever Olympic athlete from South Sudan and her journey to the Games. It’s clearly crossed international boundaries, as it performed very well among a Colombian audience despite no local connection. In Fluency terms, the Samsung ad has the cleverest use of the product of anything in the Olympics Top 10 – hoping the brand’s headphones can become a distinctive asset.