Leo Burnett Crafts World Anthem in Olympic Spot for Samsung

By Erik Oster 

Leo Burnett Chicago and Leo Burnett Sydney worked together to launch an Olympic spot for Samsung entitled “The Anthem.”

The broadcast/digital spot combines parts of different national anthems from around the world into a cohesive anthem of its own, in celebration of the international camaraderie of the Olympics. It opens with the text “One world, one anthem,” followed by a girl singing the opening of the national anthem of Botswana while on a rocky beach overlooking a city skyline (with Samsung Galaxy S7 in hand, naturally).

As the location changes, it contrasts with the anthems sung by different people around the world (among them U.K. diver Tom Daley, U.S. track athlete Alysia Montano, French paralympian Arnaud Assoumani, Sudanese track athlete Margret Rumat Rumat Hassan, Australian boxer Shelley Watts and Brazilian surfer Gabriel Medina), including the national anthems of Australia, the U.S., Malaysia, Australia and Canada. The Malaysian anthem, for example, is sung by a young woman in Paris. When taken together, the words form their own, international anthem.

It’s a nice sentiment, and the pacing of the ad works well to underscore the message, as does the decision to contrast the anthems and locations. The message is a fitting one for a mobile company, allowing the ad to do more than just promote the Samsung Galaxy S7 Edge, aligning the brand with the international goodwill of the Olympics. 

“‘The Anthem’ is a reflection of the Samsung brand and our continuous pursuit to break down geographic barriers and unite the world through technology and borderless communication,” Samsung Electronics executive vice president, global markeitng and communications business Younghee Lee said in a statement. “By singing one anthem, fans and athletes across the globe can feel a shared sense of pride and unity and together celebrate collective progress, which is integral to the spirit of the Olympic Games.”

Adweek went ahead and complied the lyrics in full, and we’ve include them below:

Through our unity and harmony, we’ll remain at peace as one.
For we are young and free, with glowing hearts we see thee rise.
The day of glory has arrived, oh say can you see, a vivid ray of love and hope descends to Earth.
The people living united and progressive, join together all of our hearts as one.
Happy and glorious, listen to us gently with the infinite love.
Unity and justice and freedom, stand unchanged by wind and frost.
Offer peace to friends, and united we shall stand.

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