What Does a Snail Have to Do With Surfing? Samsung Explains

Spot Is Latest in Brand's Sponsorship of World Surf League

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Samsung already has a great reputation for its evocative surfing ads (such as last year's We Are Greater Than I by 72andSunny), and here's another cinematic-style short that has already caught the eye of surf blogs.

This time by Leo Burnett Chicago, the new ad shows a young Indian boy learning to ride the waves. A gravelly voiceover makes an unlikely analogy -- comparing his efforts to tame the power of the ocean with that of a snail trying to cross "the largest desert of a sidewalk it's ever seen." The boy uses a Samsung phone (including during lessons and at night, to the disapproval of his Dad) to be inspired by pro surfers Gabriel Medina, John John Florence, Mick Fanning and Sally Fitzgibbons. They also appear at the end of the film, pointing out that none of them could surf either, "until we did."

Filmed in India by director AG Rojas of Park Pictures (who captures the snails, as well as the waves, beautifully) the spot was launched this week by Samsung in time for the World Surf League 2016 World Championship Tour.

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About

Credits
Date
Jul 19, 2016
Agency:
Leo Burnett Chicago
Client:
Samsung
Global Chief Creative Officer:
Mark Tutssel
Chief Creative Officer:
Britt Nolan
SVP Creative Director:
Brian Siedband
SVP Creative Director:
Gordy Sang
Creative Director:
Rob Calabro
Copywriter:
Rob Calabro
Senior Art Director:
Luis Marques
Executive Producer:
Matt Blitz
Senior Producer:
Bonnie Van Steen
SVP Global Account Director:
Radim Svoboda
Account Director:
Ashley Beam
Global Account Supervisor:
Huy Ngo
SVP Global Strategy Director:
Kara Yang
Strategy Director:
Christopher Bridgland
Vice President:
Peggy Walter
Director of Celebrity Services:
Peggy Walter
Production Company:
Park Pictures
Director:
A.G. Rojas
Executive Producer:
Dinah Rodriguez
Executive Producer:
Jackie Kelman Bisbee
Director of Photography:
Alwin Kuchler
Director of Photography:
Robert Bruce
Photography:
H2O
Line Producer:
Pete Vitale
VFX Producer:
Brian Friel
Editorial House:
Exile Editorial
Executive Producer:
CL Weaver
Editor:
Conor O'Neill
Post Production:
MPC
Executive Producer:
Elexis Stearn
Creative Director:
Paul O'Shea
Colorist:
Ricky Gausis
Original Music:
Barking Owl
Creative Director:
Kelly Bayett
Sound Design:
Michael Anastasi

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