A South Sudanese Athlete Heads to the Olympics in Samsung's Uplifting Ad

Spot Follows Documentary Around Competitors From Smaller Nations

By Alexandra Jardine. Published on Jun 20, 2016

Editor's Pick

South Sudanese 400m runner Margret Rumat Rumat Hassan is the subject of this stirring Olympics ad from Samsung.

The spot, by Leo Burnett Chicago, follows on from the brand's documentary A Fighting Chance, which profiled competitors from smaller and poorer nations. For the first time ever, South Sudan will be sending a team to the Olympics, and this spot, directed by Epoch's Martin de Thurah, shows Ms. Rumat Rumar Hassan preparing to compete under the team flag.

It opens on her in the locker room where she puts in Samsung Gear IconX cord-free earbuds paired with a Samsung Galaxy S7 edge. As she walks from the locker room to the stadium, viewers are transported to a village in South Sudan where the entire nation is chanting her name to cheer her on and celebrate her journey. The chant becomes more and more insistent and joyful as she approaches the stadium, and the ad ends with the message "Proud sponsor of those who defy barriers."

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Jun 20, 2016
Leo Burnett Chicago
Global Chief Creative Officer:
Mark Tutssel
Chief Creative Officer:
Britt Nolan
SVP Creative Director:
Brian Siedband
SVP Creative Director:
Gordy Sang
VP, Executive Producer:
Matt Blitz
Senior Producer:
Brian Behling
SVP Global Account Director:
Radim Svoboda
Account Director:
Ashley Beam
Global Account Supervisor:
Huy Ngo
Account Executive:
Emily Smith
SVP Global Strategy Director:
Kara Yang
Strategy Director:
Christopher Bridgland
Vice President:
Peggy Walter
Director of Celebrity Services:
Peggy Walter
Production Company:
Martin de Thurah
Production Designer:
Floyd Albee
Director of Photography:
Mátyás Erdély
Executive Producer:
Melissa Culligan
Line Producer:
Anura Idupuganti
Editorial House:
Work Editorial
Stewart Reeves
Executive Producer:
Marlo Baird
Post Production:
The Mill - New York
Executive Producer:
Sean Costelloe
Eliana Carranza-Pitcher
Nick Strange Thye
Fergus McCall
Music and Sound Design:
Pivot Audio
Music Production:
Pivot Audio
Guy Amitai
Audio Studio:
Another Country
Peter Erazmus

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