Samsung ad achieves the impossible with a bit of perseverance

Samsung has delivered an audacious, well-crafted story following an exceptionally challenging year.

I grew up on stories about characters who had big dreams and made them come true, against all the odds. We all did. Stories of characters who didn’t have a chance. Whom no-one believed in. Who stumbled and were written off by society. 

Often, those were stories about real people, like Steve Jobs, whose dream we still live. But my favourite stories have always been about unexpected heroes who steal your heart. For me, that was Gerald, the giraffe who couldn’t dance. Until he did. 

Meet the new Gerald, the Samsung ostrich – an awkward, unexceptional creature who dares to do what others won’t and is determined to achieve the impossible and fly. 

In a beautifully crafted, underwritten story, she stumbles, literally, into the (tech) solution to her existential problem and takes wing to the sound of Rocket Man

She’s featured in a 30-second film that caused my multi-screening teenager to look up at the TV, rewind for a second look and head to YouTube to watch it once again. 

It seems that a fair few people did the same: it is top of the "likes" in this month’s poll and, at last glance, had racked up 23 million views in just a month. 

This is a great ad. It taps into a deep human truth, reminds us of the power of perseverance and delivers a lovely, well-crafted story you want to watch again. About ostriches, about ourselves and about Samsung. 

An audacious brand determined to do the seemingly impossible after an existentially challenging year. Without being schmaltzy, cynical or too heavy-handed. That’s a lot to ask in this day and age. Well done to Samsung and Leo Burnett Chicago. 

We all have dreams – some big and some epic. Samsung’s dreams are epic, set to an iconic soundtrack and willing us all to #dowhatyoucant. 

Kari Freeburn is head of planning at Publicis London.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £37 a quarter 

Get the very latest news and insight from Campaign with unlimited access to Campaignlive.co.uk

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More