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Samsung “The Anthem” 2016

Samsung “The Anthem” (2016) is a Samsung commercial for Leo Burnett Sydney/Chicago, produced by Human. It won 2 awards, including One Show 2017 Bronze Pencil — Moving Image Craft and Epica 2016 Bronze Best Use of Sound and Music.

People from diverse cultures and locations around the world sing their national anthems, united by the spirit of the Olympic Games and Samsung technology.

Video: Samsung Myanmar on YouTube

Shot by shot

  1. A person stands on a rocky shore, looking out at a city skyline and ocean at sunset, with text appearing on screen.© Samsung0:00
  2. A young girl with long brown hair, wearing a yellow jacket, holds up a black Samsung phone to take a selfie outdoors.© Samsung0:15
  3. A young Asian boy with short dark hair and a red and grey shirt stands in a shallow body of water with many vertical poles, singing.© Samsung0:23
  4. A group of diverse children in pink uniforms sing in a classroom with open windows, their mouths wide open in song.© Samsung0:29
  5. A man in a dark suit stands on a balcony overlooking the Paris skyline with the Eiffel Tower in the distance, seen through open French doors.© Samsung0:40
  6. A young, bald monk in an orange robe paddles a wooden boat on a misty lake with submerged trees, singing with a focused expression.© Samsung0:47
  7. A young man with red hair plays a trumpet in a marching band uniform, with other band members blurred in the background on a grassy field.© Samsung0:52
  8. A diverse group of people, including a woman in a black hat and blue sweater, sing passionately on a bus, with text overlaying the scene.© Samsung0:57
  9. A woman with red hair in a denim jacket watches a rodeo event from the stands, with people and horses in the background.© Samsung1:03
  10. A person with a flag draped over their shoulders stands in a stadium with other people, facing away from the camera as the sun sets.© Samsung1:15
  11. A young man with dreadlocks sings passionately in a crowd, wearing a blue polo shirt, in a stadium.© Samsung1:19
  12. A young man in glasses holds a Samsung phone horizontally, recording a large crowd in a stadium from a high vantage point.© Samsung1:26

Stills © Samsung. Made by Leo Burnett Sydney/Chicago and Human.

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

The idea

Global unity through national anthems, connected by Samsung phones at the Olympics.

Tagline: “Proud sponsor of a world without barriers. #DoWhatYouCant”

global montagediverse castsinging togethernational pridetechnology as connectorolympic spirit

The cut

Length
101 s
Shots
55
Average shot
1.8 s

What creatives use Samsung “The Anthem” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Samsung “The Anthem”? 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 person stands on a rocky shore, looking out at a city skyline and ocean at sunset, with text appearing on screen.© SamsungA young girl with long brown hair, wearing a yellow jacket, holds up a black Samsung phone to take a selfie outdoors.© SamsungA young Asian boy with short dark hair and a red and grey shirt stands in a shallow body of water with many vertical poles, singing.© SamsungA group of diverse children in pink uniforms sing in a classroom with open windows, their mouths wide open in song.© Samsung
    Frames from Samsung “The Anthem”

  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 “The Anthem” in order, with its length, framing and what happens in it.

    A person stands on a rocky shore, looking out at a city skyline and ocean at sunset, with text appearing on screen.© SamsungA young girl with long brown hair, wearing a yellow jacket, holds up a black Samsung phone to take a selfie outdoors.© SamsungA young Asian boy with short dark hair and a red and grey shirt stands in a shallow body of water with many vertical poles, singing.© SamsungA group of diverse children in pink uniforms sing in a classroom with open windows, their mouths wide open in song.© SamsungA man in a dark suit stands on a balcony overlooking the Paris skyline with the Eiffel Tower in the distance, seen through open French doors.© SamsungA young, bald monk in an orange robe paddles a wooden boat on a misty lake with submerged trees, singing with a focused expression.© Samsung
    Length: 101 s · Shots: 55 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a global montage

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

    Samsung “The Anthem” is built on a global montage. Search the library by idea to see every spot that uses it.

    Standard Chartered Bank “Africa”© Standard Chartered BankNescafé “80 Degrees”© NescaféIkea “IKEA - the Blue Bag”© IkeaAirbnb “From My Window”© Airbnb
    Standard Chartered Bank · Nescafé · Ikea · Airbnb

Award-winning tech commercials

Questions

Which agency made Samsung “The Anthem”?

Leo Burnett Sydney/Chicago created it for Samsung (2016).

What awards did Samsung “The Anthem” win?

2 awards, including One Show 2017 Bronze Pencil — Moving Image Craft and Epica 2016 Bronze Best Use of Sound and Music.

What is the tagline of Samsung “The Anthem”?

“Proud sponsor of a world without barriers. #DoWhatYouCant”

Sources for the credits and awards

winners.epica-awards.comoneclub.orgoneclub.org