https://www.youtube.com/watch?v=tBxMpuiBO7Q
Samsung’s new TVC for Rio 2016, The Anthem, combines the anthems of the world into one stirring song calling for international unity. Via Adweek:
From Leo Burnett Chicago and Leo Burnett Sydney, the new TV and digital spot does more than just promote the Samsung Galaxy S7 Edge. At a time when the world feels like a scary, fragile place, it focuses on bringing people together at one of the world’s biggest events.
“The Anthem” opens with a young girl holding the Samsung phone and singing the national anthem of Botswana while enjoying a beautiful view of the sea. Instead of continuing with the same anthem, the spot jumps to another country, another person and another song.
With the introduction of each anthem, viewers are introduced to a new location, intentionally contrasting with the home of each song. The anthem of Malaysia is sung by a woman in Paris, for instance, and New Zealand’s national anthem plays loudly in England, highlighting the notion that we live in a world without borders.
“‘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, evp of global marketing and mobile communications business at Samsung Electronics, in a statement. “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.”