Samsung has launched “The Anthem”, an inspiring Rio Olympics commercial combining segments of national anthems from several countries to form one anthem brought to life by athletes and fans across the globe. The Samsung Olympics Anthem opens with a young girl from Australia singing a line of “Fatshe leno la rona”, the Botswana national anthem, into a Samsung Galaxy S7edge. Throughout the ad, the Samsung Galaxy smartphone travels to all corners of the world, capturing and sharing the voices of fans and athletes around the globe as they sing lines from other national anthems. Each line follows seamlessly to form a brand new anthem, giving viewers a glimpse of how Samsung innovative mobile products and technologies can help to break down geographic barriers and unite the world through deep, borderless connections.
Six global athletes are featured within the ad, each of whom has a unique story of defying barriers and pushing through constraints to make meaningful progress and achieve his or her goals. The athletes include Tom Daley (Great Britain, Diving) – London 2012 Olympic Games Bronze Medalist, 10m Platform, Alysia Montano (United States of America, Track & Field) – London 2012 Olympic Games, 5th place, 800m, Arnaud Assoumani (France, Paralympic Games Athletics) – London 2012 Paralympic Games 2x Silver Medalist, Triple Jump F46 and Long Jump F46, Beijing 2008 Paralympic Games Gold Medalist, Long Jump F46, Athens 2004 Paralympic Games Bronze Medalist, Long Jump f46, Margret Rumat Rumat Hassan (South Sudan, Track & Field), Shelley Watts (Australia, Boxing) and Gabriel Medina (Brazil, Surfing) – 2014 WSL World Champion. These athletes will also be featured in a variety of digital and social content, leading up to and throughout Rio 2016 which will tell their stories of defying barriers and overcoming obstacles, helping fans across the globe connect with what it means to “Do What You Can’t.”
Samsung Olympics Anthem Lyrics
Through our unity and harmony, we’ll remain at peace as one (Botswana)
For we are young and free, with glowing hearts we see thee rise. (Australia, Canada)
The day of glory has arrived, oh say can you see, a vivid ray of love and hope descends to Earth (France, USA, Brazil)
The people living united and progressive, join together all of our hearts as one. (Malaysia, Malawi)
Happy and glorious, listen to us gently with the infinite love. (UK, New Zealand)
Unity and justice and freedom, stand unchanged by wind and frost. (Germany, South Korea)
Offer peace to friends, and united we shall stand. (Tunisia, South Africa)
2016 Olympic Games Campaign
“‘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,” said Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics. “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.”
“The Anthem” is a continuation of Samsung’s Rio 2016 Olympic Games global campaign centered on athletes who persevere and never giving up for the sake of making meaningful progress. Earlier this year, Samsung began the campaign with the short documentary film, “A Fighting Chance” to showcase the inspiring story of four Olympic hopefuls from diverse countries who are fighting constraints and pushing the limits to help their countries make history. Samsung followed with “The Chant,” which celebrates personal progress made by athletes and fans through devices like the Galaxy S7 edge and Gear IconX that help them to defy distance and stay connected.
Samsung Olympics Anthem Credits
The Samsung Olympics Anthem campaign was developed at Leo Burnett Chicago and Leo Burnett Sydney, by global chief creative officer Mark Tutssel, chief creative officer Britt Nolan, executive creative directors Vince Lagana and executive creative director Grant McAloon, creative director Scott Huebscher, senior art director Nils Eberhardt, senior copywriter David Govier, executive producer Matt Blitz, senior producer Christopher Cochrane, global account director Radim Svoboda, client services director Amanda Quested, account director Ashley Beam, global account supervisor Huy Ngo, account executive Emily Smith and business director Brendan Swansborough working with Samsung EVP, Global Marketing for IT and Mobile division Younghee Lee, head of integrated marketing communications Pio Schunker, Head of Marketing for brand and experience John Chang, head of marketing for brand and experience Young Kim, partnership manager Daniel Taehyun Kim, and global partnership assistant manager Alison Daeun Han.
