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Top Spot of the Week: Leo Burnett Italy Creates "Impossible Talk" For Samsung


Robert Goldrich
Wednesday, May. 10, 2017


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Samsung Electronics Italia and Leo Burnett Italy teamed on this social experiment centered on Michael, a 19-year-old graduate who is fairly sure he will work for his dad, a choice that will find him abandoning his dream to become a medical doctor. In fact, he’s a bit apprehensive about all the years of studying entailed in a medical career and isn’t sure he’s good enough to make the grade anyway.

Altering his thinking, though, is this experience, “The Impossible Talk,” whereby the teen gets the chance to meet his future self.

Casting a wide net, Leo Burnett found an actor who would look like Michael in 40 years. The performer portrayed a doctor in a fake interview that was shown to Michael--and then the two met face to face.

Michael was deeply moved by the encounter with his future self. Thanks to Samsung he opened his eyes on what his future could be, he understood the importance of believing in himself.

The social experiment is one of many corporate citizenship projects that the brand is developing with the agency. Burnett worked with Bedeschifilm and director Andrea Cecchi on “The Impossible Talk.”


Client Samsung Electronics Italia Agency Leo Burnett Italy Francesco Bozz, Alessandro Antonini, executive creative directors; Marco Vigano, creative director; Filippo Formentini, Cinzia Caccia, sr. art directors; Maria Chiara Alegi, sr. copywriter; Alessandra Caldi, producer. Production Bedeschifilm Andrea Cecchi, director; Mik Allen, DP; Giovanni Bedeschi, exec producer; Giacomo Tabone, jr. producer. Editorial Lorenzo Colugnati, editor; Francesco Rota, postproduction; Mara Adina, production director, Music Original soundtrack: Fabio Gargiulo for BKM Production

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