Creativity

People Defy the Word 'Can't' in Samsung's Latest Global Spot

Mark Zibert Directs Spot Set to The Killers "All the Things That I've Done"

By Alexandra Jardine. Published on Feb 20, 2018

Editor's Pick

Samsung's global "Do What You Can't" campaign debuted with a spot last March that depicted an ostrich learning what it's like to fly by means of virtual reality. In its latest ad, human beings defy the word "can't," with the message that people are born to do the impossible.

A series of different vignettes, in the ad by Leo Burnett Chicago, kicks off with "can" scenarios: a baby walking and a child learning to swim and to ride a bike. But the narrative then switches to show people being told they "can't" do things -- a father tells a little boy he can't get a doll, a vlogger is abused with "can't you just get a real job?" and a musician is trolled on social media with the comment "can't even play." The final scenario shows an amputee learning to walk again--she says she can't do it, but finally with the help of a Samsung VR headset, she can. The soundtrack, "All the Things That I've Done" by the Killers, kicks in at this point.

Mark Zibert at Imperial Woodpecker directed the spot. It's airing in several countries and debuted in the U.S. during the Winter Olympics opening ceremony.

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Credits

Date
Feb 20, 2018
Agency:
Leo Burnett
Client:
Samsung
Global Chief Creative Officer:
Mark Tutssel
U.S. Chief Creative Officer:
Britt Nolan
SVP Creative Director, CW:
Brian Siedband
SVP Creative Director, AD:
Gordy Sang
Associate Creative Director, CW:
Julio D'Alfonso
Associate Creative Director, CW:
Travis Klausmeier
Associate Creative Director, AD:
Luis Marques
SVP Executive Producer:
Scott Kemper
Senior Producer:
Michael Petrucelly
SVP Global Account Director:
Radim Svoboda
Global Account Director:
Andrew Furth
Global Senior Account Executive:
Paanii Annan
SVP Global Strategy Director:
Christopher Bridgland
Director of Music Production:
Chris Clark
Production Company:
Imperial Woodpecker
Director:
Mark Zibert
Director of Photography:
Ross Giardina
Executive Producer:
Charlie Cocuzza
Line Producer:
Robert Mooring
Production Supervisor:
Kelsey Mezzenga
Production Coordinator:
Erin Henneghan
Post-Production/VFX:
The Mill
Lead Flame Artist:
Paul Downes
Flame Artist:
Jonathan Freeman
Flame Artist:
Trent Shumway
Flame Artist:
Milo Paterson
Colorist:
Adam Scott
Color Executive Producer:
Thatcher Peterson
Color Producer:
Liza Kerlin
Color Assist:
Logan Highlen
Color Assist:
Gemma Parr
Color Assist:
Asa Fox
Designer:
Devin Hayes
Executive Producer:
Carl Phillips
House of Production:
Carl Phillips
Producer:
Natalie Ksiazek
Editorial:
Cabin Editing Company
Editor:
Sam Ostrove
Editor:
Scott Butzer
Audio Mix/Sound Design:
Another Country
Music:
"All These Things That I've Done"
Music:
The Killers

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