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Samsung “Ostrich” 2017

Samsung “Ostrich” (2017) is a Samsung commercial directed by Matthijs van Heijningen for Leo Burnett, produced by MJZ. It won 51 awards, including Cannes Lions 2017 Film Craft Gold, D&AD 2018 Film Advertising Crafts: Special Effects for Film Advertising Yellow Pencil and One Show 2018 Gold Pencil — Moving Image Craft.

An ostrich discovers a VR headset and experiences the joy of flight, inspiring its flock to join in the virtual adventure.

Video: Samsung Hong Kong on YouTube

Shot by shot

  1. A group of ostriches are seen in a wide shot, walking through a dry, shrub-filled landscape under a clear blue sky.© Samsung0:00
  2. A medium shot of an ostrich looking around, with other ostriches in the background, in a dry, sunny landscape.© Samsung0:01
  3. An ostrich looks at a VR headset on a table set for breakfast on a porch overlooking a desert landscape.© Samsung0:03
  4. An ostrich's large, scaly foot steps on dry, dusty ground in a close-up shot, kicking up dust in a desert-like environment.© Samsung0:05
  5. A flight simulator view shows a plane flying through a cloudy sky, with the sun shining through the clouds.© Samsung0:07
  6. An ostrich with fluffy feathers stands in a desert landscape with sparse trees under a bright sky.© Samsung0:09
  7. An ostrich with a VR headset runs across a dry, scrubby plain under a blue sky, followed by other ostriches.© Samsung0:12
  8. An ostrich runs across a dry, dusty desert landscape, kicking up dust as it moves, with another ostrich's head blurred in the foreground.© Samsung0:14
  9. An ostrich's head emerges from the bottom of the frame, silhouetted against a bright sun in a desert landscape.© Samsung0:16
  10. A baby ostrich with fluffy white feathers and large dark eyes looks up and to the right, with a soft blue sky in the background.© Samsung0:19
  11. An ostrich runs across a dry, desert landscape under a bright sky, with mountains in the background.© Samsung0:20
  12. A group of ostriches run across a dry, dusty desert landscape under a bright sky, kicking up dust as they move.© Samsung0:22

Stills © Samsung. Made by Leo Burnett, MJZ and Matthijs van Heijningen.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

An ostrich uses VR to fly, symbolizing breaking barriers.

Tagline: “We make what can't be made. So you can do what can't be done. #DoWhatYouCant”

animal protagonistwish fulfillmentmagical realismtransformationshared experienceovercoming limitations

The cut

Length
30 s
Shots
20
Average shot
1.5 s

What creatives use Samsung “Ostrich” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Samsung “Ostrich”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A group of ostriches are seen in a wide shot, walking through a dry, shrub-filled landscape under a clear blue sky.© SamsungA medium shot of an ostrich looking around, with other ostriches in the background, in a dry, sunny landscape.© SamsungAn ostrich looks at a VR headset on a table set for breakfast on a porch overlooking a desert landscape.© SamsungAn ostrich's large, scaly foot steps on dry, dusty ground in a close-up shot, kicking up dust in a desert-like environment.© Samsung
    Frames from Samsung “Ostrich”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Samsung “Ostrich” in order, with its length, framing and what happens in it.

    A group of ostriches are seen in a wide shot, walking through a dry, shrub-filled landscape under a clear blue sky.© SamsungA medium shot of an ostrich looking around, with other ostriches in the background, in a dry, sunny landscape.© SamsungAn ostrich looks at a VR headset on a table set for breakfast on a porch overlooking a desert landscape.© SamsungAn ostrich's large, scaly foot steps on dry, dusty ground in a close-up shot, kicking up dust in a desert-like environment.© SamsungA flight simulator view shows a plane flying through a cloudy sky, with the sun shining through the clouds.© SamsungAn ostrich with fluffy feathers stands in a desert landscape with sparse trees under a bright sky.© Samsung
    Length: 30 s · Shots: 20 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a animal protagonist

    Before you present an idea, you need to know who has done it, and how.

    Samsung “Ostrich” is built on a animal protagonist. Search the library by idea to see every spot that uses it.

    VOLKSWAGEN POLO “Dog”© VOLKSWAGEN POLOCOOP Naturaplan “Franky”© COOP NaturaplanDisneyland Paris “The little duck”© Disneyland ParisWaitrose “Coming Home”© Waitrose
    VOLKSWAGEN POLO · COOP Naturaplan · Disneyland Paris · Waitrose

More commercials by Matthijs van Heijningen

More from Leo Burnett

Award-winning tech commercials

Questions

Who directed the Samsung “Ostrich” commercial?

Matthijs van Heijningen directed it, produced by MJZ, for the agency Leo Burnett.

Which agency made Samsung “Ostrich”?

Leo Burnett created it for Samsung (2017).

What awards did Samsung “Ostrich” win?

51 awards, including Cannes Lions 2017 Film Craft Gold, Cannes Lions 2017 Film Craft Gold (Animation), Cannes Lions 2017 Film Craft Gold (Direction) and Cannes Lions 2017 Film Craft Gold (Visual Effects).

What is the tagline of Samsung “Ostrich”?

“We make what can't be made. So you can do what can't be done. #DoWhatYouCant”

Sources for the credits and awards

Ads of the Worldmjz.comThe WorkThe WorkThe WorkThe Workbritisharrows.comdandad.orgclios.comoneclub.orgoneclub.orgoneclub.org