Samsung’s mission to see the world as it could be, instead of accepting the limits of today, is reflected in this spot where the company’s developing technology is being used to do wondrous things, including a mobile device which allows a couple to see their unborn infant via ultrasound, and a tattoo artist who remotely creates an intricate design on a young woman. Sam Pilling of Pulse Films directed for Leo Burnett, Chicago.
Helping to drive this anthem piece is a classic tune. Leo Burnett, in collaboration with music house Human, reintroduces 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. Day’s voice brings joy to the characters singing along.
Credits
Client Samsung Global Pio Schunker: EVP, global head brand marketing; Sonia Chang: VP, global brand marketing Agency Leo Burnett Chicago Mark Tutssel, chief creative officer, worldwide; Britt Nolan, chief creative officer, Chicago; Tom Scharpf, executive creative director; Michael Shirley, SVP, creative director; Sam Bruehl, VP, creative director; Travis Klausmeier, creative director; Ricky Johannet, sr. copywriter; Scott Kemper, SVP, executive producer; Bonnie Van Steen, Michelle Price, sr. producers; Chris Clark, director, music production; Aki Spicer, EVP, global strategy director; Christopher Bridgland, SVP, global strategy director; Julio Castillo, global strategist. Production Pulse Films Sam Pilling, director; Dav Karbassioun, exec producer; Chris Harrison, producer; Tom Nutting, production coordinator. Media Agency Starcom Editorial TenThree Ellie Johnson, editor. VFX The Mill Udesh Chetty, visual effects supervisor; Blake Nickle, exec producer; Mike Pullan, producer. Color The Mill Fergus McCall, head of color. Music Human Thomas Keery, music arrangement; Morgan Visconti, creative lead; James Dean Wells, exec producer. “Que Sera Sera,” sung by Doris Day; Frank De Vol and his orchestra Sound Design Another Country, Chicago John Binder, sound designer Audio Post Another Country, Chicago John Binder, audio mixer
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
