Samsung "#DoWhatYouCan't" by Leo Burnett

Samsung defies the odds with the "#DoWhatYouCan't" campaign's new spot.

Samsung's latest contribution to the the "#DoWhatYouCan't" campaign follows people of all backgrounds and abilities as they overcome their inner saboteurs (with their Samsung devices at hand, of course). While a blind man prepares to run a marathon, a nervous young dancer steps into the limelight to audition in front of a team of judges. Haunted by the words "You can’t", the video takes an optimistic twist as each person steps up to the occasion, showing off their skills and proving their sceptics wrong.

The talented techies depicted in the spot aren’t actors – Beza Nababa is a blind marathoner who finished fifth at the Beijing Olympics, while Romy Barnea is a child dancer prodigy. Created by Elad Gaizler, Oren Ben Naim and Harel Livne, the work was directed by Tal Zagreba through Omri Paz Productions.

Credits

Client
ATL manager
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Agency
Chief creative officer
Chief account officer
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Accountant: Reut Fried
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Co-production
Director