Home Gallery Video Samsung Busy, Busy, Busy Christoph Waltz Is All Kinds of American in Samsung's Galaxy Note 7 Olympics Ad U.S. Citizens Are Too 'Busy, Busy, Busy,' He Says By Ann-Christine Diaz. Published on Aug 05, 2016 Editor's Pick During an election season in which certain folks have questioned the greatness of our country, Samsung U.S.A. has delivered a fresh take on "patriotic" in an Olympics ceremony spot promoting the new Galaxy Note 7 -- one that perhaps any party could embrace. Created out of Wieden & Kennedy Portland and directed by Biscuit's Noam Murro, the ad offers a quirky retelling of the American success story, from the P.O.V. of an "outsider" played by Christoph Waltz ("Inglourious Basterds," "Spectre"). Waltz at first appears sitting primly in an office with phone in hand, sneering with disbelief at U.S. citizens. "Americans, I don't understand you," he says. "Working all the time, busy, busy, busy and now you have this Galaxy Note 7." From there, he transforms into a host of very American stereotypes, as he throws down smartly crafted, hilarious jabs at over-productive U.S. culture, while showing off the Note's features. There's the mom on an exercise bike with her newborn strapped to her chest while on a conference call, taking and enhancing a selfie. "You already multitask so much, it's just like regular tasking at this point," she says. There's the dad at the home improvement store in the early hours. "You get more done than the rest of the world before 8 a.m., and we're hours ahead of you," he complains. Waltz even plays a schoolboy, in robotics class: "Curricular was not enough, so you had to create extracurricular?" he questions as he takes a shot of a classmate. And of course there's an Olympics scene, in which he plays a sprinter reading a newspaper who thinks, "Meh," when he makes a world record. "You're not just happy winning something," he says. By mid-spot, however, Waltz seems to change his tune. He realizes, in character as George Washington, Abraham Lincoln and an astronaut, that Americans' "tireless ambition" has led to the birth of a new country, modern democracy and the most influential country in the world -- "where dreams come true." Finally, it appears the Kool-Aid has fully seeped in as we see Waltz plastering his gorgeous mansion with the stars and stripes, embracing his Stepford family and thanking the Samsung Galaxy Note 7 with S pen, "Perfect for busy Americans like us." And at that moment he even shows off the phone's new iris scanner. "It unlocks with my eyes," he says. According to Samsung USA Chief Creative Officer Jesse Coulter, the brief for the new ad was simply to introduce the Samsung Galaxy Note 7. "It has a very passionate following in the U.S., Americans like it because it's a workhorse," he said. "We thought, why don't we celebrate the people that use it, Americans who pride themselves in dreaming big and much greater than ourselves? It's really about celebrating that American work ethic and ambition." The ad is a funny and insightful interplay of stuff that's great, and not so great about America -- an idea that resonates given the current presidential race in which Republican Candidate Donald Trump has called on citizens to "make America great again," while Hillary Clinton has said, "America never stopped being great." Any political-seeming nuances are just pure coincidence, however. "We developed the work a long time ago," Mr. Coulter said. "We knew we were going to be launching it around the Olympics, a time when everyone unites around the Olympic team. It's a time to come together as a country." Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateAug 05, 2016Agency:Wieden + Kennedy PortlandClient:SamsungClient Contact:Jesse CoulterClient Contact:Kristin HarrerClient Contact:John T. FieldGroup Creative Director:Craig AllenCreative Director:Brandon MugarCreative Director:Tim RoanCopywriter:Jonathan MarshallArt Director:Helen RhodesIntegrated Executive Producer:Erika MadisonSenior Producer:Erin GoodsellAccount Team:Phil WilliamsAccount Team:Drew WidellExecutive Creative Director:Mark FitzloffExecutive Creative Director:Susan HoffmanProduction Company:Biscuit FilmworksDirector:Noam MurroManaging Director:Shawn LacyExecutive Producer:Rick JarjouraProducer:Kathy RhodesHead of Production:Mercedes Allen SarriaHead of Production:Rachel GlaubDirector of Photography:Simon DugganProduction Designer:Bruce McCloskeyEditorial Company:ArcadeEditor:Geoff HounsellManaging Partner:Damian StevensExecutive Producer:Crissy DeSimoneHead Of Production:Kirsten Thon-WebbSenior Producer:Adam BechtAssistant Editor:Dean MiyahiraAssistant Editor:Andy TreckiVFX Company:The MillVFX Executive Producer:Erica KaulVFX Producer:Anastasia von RohlCreative Director:Robert SethiCreative Director:Chris KnightSet Supervisor:Robert SethiSet Supervisor:Chris Knight2D Lead:Chris Knight3D Lead:Gawain Liddiard2D Artist:Tim Bird2D Artist:Edward Black2D Artist:Krysten Richardson2D Artist:Joy Tiernan2D Artist:Don Kim2D Artist:Yukiko Ishiwata3D Artist:Blake Sullivan3D Artist:Jason Monroe3D Artist:Ed Laag3D Artist:Itai Muller3D Artist:Jason Kim3D Artist:Dave Vander PolProduction Coordinator:Alana GiordanoColor Company:Company 3Colorist:Siggy FerstlExecutive Producer:Ashley McKimProducer:Matt MoranMusic Company:Mutato MuzikaComposer:Mark MothersbaughEngineer:Bradley DennistonProducer:Natalie P. MontgomeryMix Company:LimeAudio Engineer/Sound Designer:Rohan YoungExecutive Producer:Susie BoyajanSee more credits Tagsmobile phones telecom/mobile phones Olympics 2016 CategoryTVC Industryelectronics GenreCelebrityComedy/Dialog Latest Creativity News on Ad Age You Might Fall Asleep Before You Find Out Who's Behind This Weird Late-Night Campaign ANA Aims to Standardize Gender Equality in Ads Burger King: A Look Back at Some of the Best Ideas From Cannes Lions' Creative Marketer of the Year Related work Samsung: Samsung Galaxy -- The Rest of Us Wieden & Kennedy Portland Samsung: The Night Before Wieden + Kennedy Portland Samsung: Gear S3 World Choir Cheil U.K.