Home Gallery Video Samsung The Anthem-Rio Olympics Games Samsung's Olympics Spot Strings Together the World's National Anthems In an Age of Nationalism, Electronics Marketer Looks to Break Down Borders By E.J. Schultz. Published on Jul 21, 2016 Editor's Pick With nationalism rising across the U.S. and Europe, geographic borders are gaining relevance. But with an Olympic-themed ad breaking today, official sponsor Samsung is urging people to break down borders and barriers in a campaign that runs counter to the political tide sweeping much of the globe. The spot, called "The Anthem," makes a call for global unity by stringing together scenes of people singing various national anthems. They're singing not their own anthems, however, but those of other countries. The ad opens with a girl from Australia, for example, singing a line of the Botswana national anthem into a SamsungGalaxy S7 Edge smartphone. The commercial aims to give viewers "a glimpse of how Samsung innovative mobile products and technologies can help to break down geographic barriers and unite the world through deep, borderless connections," Samsung said in a statement. The agency is Leo Burnett, in Chicago and Sydney. "By singing one 'The 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," said Younghee Lee, executive VP-global marketing, mobile communications business at Samsung Electronics. The ad features six global athletes, including American Alysia Montano, who competed in track and field at the 2012 Olympics; French Paralympic athlete Arnaud Assoumani; and Australian boxer Shelley Watts. The athletes will be featured in additional content online, in which they "tell their stories of defying barriers and overcoming obstacles," according to Samsung. Samsung, which began its Olympic marketing tenure as a local sponsor of the 1988 Olympics in Seoul, is now a worldwide Olympics sponsor in the wireless communications equipment category. Its deal extends through the 2020 games in Tokyo. This story also appeared on Adage.com. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateJul 21, 2016Agency:Leo Burnett Chicago and SydneyClient:SamsungEVP, Global Marketing for IT and Mobile Division:Younghee LeeAgency:Leo Burnett ChicagoSVP Global Head of Integrated Marketing:Pio SchunkerAgency:Leo Burnett SydneyGlobal Head of Experiential Marketing:John Chang Young KimGlobal Partnership Manager:Daniel Taehyun KimGlobal Partnership Assistant Manager:Alison Daeun HanGlobal Chief Creative Officer:Mark TutsselChief Creation Officer:Britt NolanExecutive Creative Director:Vince LaganaExecutive Creative Director:Grant McAloonCreative Director:Scott HuebscherSenior Art Director:Nils EberhardtSenior Copywriter:David GovierExecutive Producer:Matt BlitzSenior Producer:Christopher CochraneSVP Global Account Director:Radim SvobodaClient Services Director:Amanda QuestedAccount Director:Ashley BeamGlobal Account Supervisor:Huy NgoAccount Executive:Emily SmithBusiness Director:Brendan SwansboroughSVP Global Strategy Director:Kara YangStrategy Director:Christopher BridglandDirector of Celebrity Services:Peggy WalterVice President:Peggy WalterDirector of Music:Chris ClarkMusic Company:HumanComposer:John Christopher BarnesArranger:Matthew O'MalleySound Designer:Daryl PinsdorfCreative Director:Gareth WilliamsCreative Director:Daryl PinsdorfCreative Director:Matthew O'MalleyExecutive Producer:Jonathan SanfordVisual Effects:A52VFx Producer:Zach WakefieldEdit:CartelEditor:Andy McGrawSee more credits TagsOlympics 2016 CategoryTVC Industryelectronics 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.