Ad of the Day: Samsung Inspires You to Stage Your Own Olympics

Kids, sure, but grownups too?

Headshot of Emma Bazilian

We're deep into the third month of the 2014 Winter Olympics—that's how long they've been going on, right?—and the games' gazillion sponsors are still rolling out TV spots in hopes that at least some viewers are still glued to their screens.

One of the prevalent themes this year has been kids getting inspired by Olympic athletes, often with heartwarming results. (The other major trend: AMERICA.) To promote its Galaxy line, Samsung, "the official smartphone partner of the U.S. Olympic Team," jumps on the kid bandwagon with its own Sochi spot, "And … Go!"

The ad, from 72andSunny, follows a number of different storylines, most of which focus on how the Galaxy helps children play out their own Olympic dreams at home. For instance, some would-be bobsledders pretend they're racing down a mountain thanks to a sledding game on their Galaxy. But rather than just stick to a single idea, "And … Go!" also makes an attempt to appeal to those tricky millennials by throwing in a few scenes of tech-savvy office workers chattering about figure skating and Twitter followers. Unsurprisingly, it doesn't quite work.

"And … Go!" feels like two different spots, one of which is your typical, family-friendly fare (while not exactly brilliant, they at least work together as a coherent unit), while the other is a misguided attempt at being edgy (what seems to be an attempt at modern, witty dialogue comes off as a poor imitation of a Girls episode).

Inserted among those nice clips of cute kids, the adults' banter is just annoying. It's a shame the grownups had to ruin things.


Client: Samsung

Spot: "Winter Olympics Fever"

Chief Marketing Officer: Todd Pendleton

Senior Manager: Trevor Lambert

Production Consultant: Peter Friedman

Product Manager: Catherine Schneider

Strategy Marketing Manager: Joseph Fraler

Agency: 72andSunny

Chief Executive Officer, Partner: John Boiler

Executive Creative Directors, Partners: Jason Norcross, Bryan Rowles

Creative Director: Jason Ambrose

Writer: Jean Morrow

Designer: Geno Burmester

Managing Director: James Townsend

Group Brand Director: Judson Whigham

Senior Brand Manager: Mandy Hein

Brand Coordinators: Rochelle Farnum, Caetlyn Caldwell

Head of Film Production: Sam Baerwald

Executive Producer: Nicole Haase

Film Producer: Esther Perls

Film Coordinator: Jamie Glass

Director of Business Affairs: Christine Claussen

Business Affairs Managers: La Tanya Ware, Audra Brown

Business Affairs Coordinator: Lexie Papilion

Production Company: Smuggler

Director: Chris Smith

Partners: Patrick Milling Smith, Brian Carmody

Chief Operating Officer: Lisa Rich

Bidding Producer: Shannon Jones

Head of Production: Andrew Colon

Producer: Youree Henley

Director of Photography: Bryan Newman

Production Manager: Rodney Anderson

Editorial: Arcade Edit

Executive Producer, Managing Partner: Damian Stevens

Executive Producer: Nicole Visram

Post Producer: Kirsten Thon-Webb

Editors: Paul Martinez, Will Hasell

Assistants: Carmen Hu, Ben Foushee

Postproduction: Mission

Managing Director: Michael Pardee

Creative Director: Rob Trent

Chief Engineer: William Laverty

Lead Flame Artist: Joey Brattesani

Flame Artists: Michael Vaglienty, Chris Moore, Katrina Salicrup, Rob Winfield, Trent Shumway, Colleen Smith

Head of Computer Graphics: Piotr Karwas

Roto: Chris Cortese

Animation, Lighting: Rick Grandy

Graphics: Doug Chang

Bidding Producer: Marlo Baird-Kinsey

Visual Effects Producer: Ryan Meredith

Visual Effects Coordinator: Kristina Thoegersen

Telecene: The Mill

Executive Producer: LaRue Anderson

Colorist: Gregory Reese

Online Effects: The Mission VFX

Artist: Joey Brattesani

Managing Director: Michael Pardee

Audio Mix: Lime Studios

Executive Producer: Jessica Locke

Mixer: Loren Silber

Assistant Mixer: Patrick Navarre

Music: Elias

Executive Creative Director: Brent Nicole

Creative Director: Dave Gold

Composer: Mike Semple

Executive Producer: Ann Haugen

Producer: Katie Overcash

@adweekemma Emma Bazilian is Adweek's features editor.