TV ad: Samsung: The Anthem

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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.

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

Category Home electronics
Client Samsung
Agency Leo Burnett Chicago & Leo Burnett Sydney
Country Worldwide
Uploaded 22 July, 2016

Other credits

Client: Samsung

EVP, Global Marketing for IT and Mobile Division: Younghee Lee

SVP Global Head of Integrated Marketing: Pio Schunker

Global Head of Experiential Marketing: John Chang Young Kim

Global Partnership Manager: Daniel Taehyun Kim

Global Partnership Assistant Manager: Alison Daeun Han

Agency: Leo Burnett Sydney/Chicago

Global Chief Creative Officer: Mark Tutssel

US Chief Creative Officer: Britt Nolan

Executive Creative Director: Vince Lagana

Executive Creative Director: Grant McAloon

Creative Director: Scott Huebscher

Senior Creatives: Nils Eberhardt, Dave Govier

Executive Producer: Matt Blitz

Senior Producer: Christopher Cochrane

Senior Producer: Brian Behling

SVP Global Account Director: Radim Svoboda

Client Service Director: Amanda Quested

Account Director: Ashley Beam

Global Account Supervisor: Huy Ngo

Account Executive: Emily Smith

Business Director: Brendan Swansborough

SVP Global Strategy Director: Kara Yang

Strategy Director: Christopher Bridgland

VP, Director of Celebrity Services: Peggy Walter

Director of Music: Chris Clark

Music Company: Human

Composer: John Christopher Barnes

Arranger: Matthew O’Malley

Sound Designer: Daryl Pinsdorf

Creative Directors: Gareth Williams, Daryl Pinsdorf, and Matthew O’Malley

Executive Producer: Jonathan Sanford

Visual Effects: a52

VFX Producer: Zach Wakefield

Edit: Cartel

Editor: Andy McGraw

Samsung: The Anthem

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