Leo Burnett Crafts Well-Produced Head-Scratcher for Samung’s Galaxy Note 3

By Erik Oster 

Leo Burnett’s “Design Your Life” campaign for the new Galaxy Note 3 and Galaxy Gear, which the agency hopes to present as “vehicles of inspiration,” kicks off with the 2:51 length “Sweet Dreams.”

“Sweet Dreams” tells the story of a young woman who wants to save her grandfather’s failing toy shop. The ad follows the woman around as she utilizes six of the phone’s distinct features, all leading to a puppet performance that presumably will help revive the shop (somehow). While “Sweet Dreams,” directed by music video veteran Paul Hunter, sets the bar very high in terms of production, direction and cinematography — Samsung and Leo Burnett go as far as to call it a “digital short film” (a bit self-congratulatory if you ask me) — the writing and overall concept are a bit of a head-scratcher. Why isn’t anyone going to the toy store, it looks awesome? Is the puppet show really going to help? The store is closed at the time of performance and the stage seems to be blocking any view of the store itself.


If you can put aside the strange and poorly realized premise, the stylization works well, and Leo Burnett does a good job of showing the phone’s features in action. Plus, what’s not to love about dancing puppets? (Although the “puppets” in question were actually real dancers converted to CGI, rather than actual marionettes.) Whether or not it works as a story (or “digital short film”), “Sweet Dreams” does a good job of showcasing Samsung’s Galaxy Note 3 and Galaxy Gear. A promising start to the campaign, hopefully next time Leo Burnett can pull off a better realized concept to fulfill the potential of their impressive production. Credits:

Client / Product: Samsung / GALAXY Note 3 and GALAXY Gear

Campaign: “Design Your Life”

Ad: “Sweet Dreams”

Agency: Leo Burnett L.A. and Chicago

Global Chief Creative Officer: Mark Tutssel

EVP, Creative Director: Shannon McGlothin

SVP, Creative Director: Brandon Rochon

SVP, Creative Director: Adam Kennedy

Designer: Luis Farfan

Creative: Sarah Kraus

SVP, Account Director: Radim Svoboda

Account Director: Benjamin Haynes

Account Executive: Cameron Zick

SVP, Executive Producer: Jennifer Dennis

VP, Producer: Sean Pinney

Production Company: Prettybird

Director: Paul Hunter

EP: Kerstin Emhoff, Ali Brown

Editorial: Peepshow London

Editor: Andrea MacCarthur