Technology Overcomes Fear in Samsung's Latin American Spot

Ad is Part of Brand's 'Do What You Can't' Campaign

By Alexandra Jardine. Published on Apr 18, 2017

Editor's Pick

Samsung is promoting its "Do what you can't" tagline in Latin America with a new spot in which the narrator is fear itself.

In the ad, created by Leo Burnett Argentina and directed by Landia's Milton Kremer, the idea is that "fear" is lamenting that there was once a time when he "ruled the world," a time in which "no-one dared to confront me." We see vignettes from this time; for example, a young boy secretly practicing ballet in his bedroom and a female couple furtively holding hands.

However, fear goes on to explain angrily that people are defying him and he is ceasing to exist, as we see people, with the help of smartphones and new technology, pronouncing their sexuality publicly, filming each other doing crazy things, daring to launch startups and experimenting with virtual reality. The spot ends with the message "Don't fear fear any more" followed by the #dowhat youcan't tagline.

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Apr 18, 2017
Leo Burnett Argentina
Milton Kremer
Ecosistema Mobile Brand Philosophy
Matias Eusebi
Ammiel Fazzari
Creative Director:
Hernán García Dietrich
Creative Director:
Tobias Tercic
Art Direction:
Sebastián Arias
David Gómez Mejia
Audiovisual Production Manager:
Federico Puricelli
Audiovisual Producer:
Francisco Tanto
Account Management:
Hernán Cuñado
Account Supervisor:
Sofia Citro
Milton Kremer
Production Executive:
Adrian D'Amario
General Production:
Iván Grichener
Photography Director:
Diego Robaldo
Art Direction:
Magdalena Arrieta
Manuel Morales
Alejo Santos
Post Production:
Luciano Taccone
Sound Director:
Elefante Resonante
Music Band:
Circle of Sound
Responsible for Client:
Jean del Pino
Responsible for Client:
Candelaria Seara

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