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New Samsung Spot Looks to the Future with a 'Que Será Será' Remix

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Leo Burnett Chicago teams with Pulse Films' Sam Pilling, The Mill and Human Music on global campaign

New Samsung Spot Looks to the Future with a 'Que Será Será' Remix

Que Será Será epitomises Samsung’s mission to see the world as it could be, instead of accepting the limits of today.

In a year that will see enormous transformation with the launch of Samsung’s upcoming products, the newest campaign juxtaposes a classic song and it’s hands-off spirit with the brand’s emphatic, forward thinking leadership stance: What we create today lets you create the future.

Samsung approached the world with a bold vision when it launched 'Do What You Can’t' in 2016 and that legacy continues with a rallying call for those of us who believe the future is ours to shape. The epic spot brings us into the future, showcasing the potential of technologies to come - seamless multi-device experiences, artificial intelligence, radical new displays - and teasing Samsung’s 5G products and foldable display technology not yet available to the public.

The message of Que Será Será is clear: Samsung is a leader in innovation and opportunity, continuously reshaping the future for its users. Whether you’re an entrepreneur, a mobile gamer, a tattoo artist, or a fashion designer, Samsung is leading change in every industry.

Leo Burnett, in collaboration with Human Music, reintroduces an essential recording of 'Que Será Será' to a new audience by remixing it with booming bass and hi-hats underneath. The team played with multiple genres of the classic song but creative instincts led them back to the magical charm of Doris Day accompanied by Frank De Vol and his orchestra. Doris’ voice brings joy to the characters singing along.

The campaign, created by Leo Burnett, launches globally on Friday, February 8th

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Arranger: Thomas Keery

Creative Director: Morgan Visconti

Executive Producer: James Dean Wells

Music Production: Human


Edit Company: TenThree

Editor: Ellie Johnson

Post Production / VFX

Executive Producer: Blake Nickle

Head of Colour Production: Fergus McCall

Post Production Company: The Mill

Producer: Mike Pullan

VFX Supervisor: Udesh Chetty

Production Company

Director: Sam Pilling

Executive Producer: Dav Karbassioun

Producer: Chris Harrison

Production Company: Pulse Films

Production Co-ordinator: Tom Nutting

Media Agency

Business Director: Adam Hughes

Media Agency: Starcom Worldwide

Media Director: Giulio Del Bufalo

Planner: (Director) Danny Parra


Advertiser: Samsung Global

Creative Agency

Business Manager: Anne Paganini

Chief Creative Officer: Britt Nolan

Creative Agency: Leo Burnett Chicago

Creative Director: (SVP) Michael Shirley, (VP) Sam Bruehl, Travis Klausmeier

Executive Creative Director: Tom Scharpf

Global Account Director: Vesna Siftar, Freddy Mota

Global Account Executive: Emery Barnes

Global Head of Accounts: Steve Bonnell

Global Strategy Director: Aki Spicer, Christopher Bridgland

Group Account Directors: Barry Fitzpatrick

Music Director: Chris Clark

Senior Business Affairs Manager: Shirley Costa

Senior Copywriter: Ricky Johannet

Senior Producer: Bonnie Van Steen, Michelle Price

Worldwide Chief Creative Officer: Mark Tutssel

Genres: Animation, People, Visual VFX

Categories: Consumer Electronics, Phones

Leo Burnett Chicago , Tue, 05 Feb 2019 13:40:39 GMT