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Samsung “The Chant” 2016

Samsung “The Chant” (2016) is a Samsung commercial directed by Martin de Thurah for Leo Burnett, produced by Epoch Films. It won 2 awards, including Clio 2016 Gold — Film Technique / Editing and Epica 2016 Silver Personal Electronics & Devices.

A South Sudanese runner prepares for the Olympics, fueled by the chants of her community and the support of Samsung technology.

Video: Samsung Romania on YouTube

Shot by shot

  1. A person with dark skin and wearing a black shirt picks up a smartphone from a wooden bench, revealing a green soccer ball on the ground.© Samsung0:07
  2. A newspaper clipping with the headline "Local girl dreams of Rio" and a black and white photo of a young girl is taped to a wall, next to a small flag.© Samsung0:17
  3. A person's hands hold a newspaper with the headline "SOUTH SUDAN GOES FOR GLORY IN FIRST-EVER OLYMPIC GAMES" over a basket of fruit in a market.© Samsung0:26
  4. A group of African children, some in school uniforms, run excitedly down a dirt road, cheering and smiling in a rural setting.© Samsung0:33
  5. An older man with dark skin and grey hair, wearing a grey suit jacket and orange shirt, sings and gestures with his hands among a group of men in an interior setting.© Samsung0:40
  6. A young boy with dark skin, wearing a blue and white striped shirt, sits on a bus with his hands clasped in front of his face, looking anxious.© Samsung0:52
  7. A group of men run alongside a large orange bus and other vehicles on a dirt road under a cloudy sky.© Samsung0:56
  8. Three male athletes, shirtless and wearing athletic shorts, train in a smoky, dimly lit room, performing martial arts movements.© Samsung1:00
  9. A crowd of people, mostly adults, cheer and wave their hands from a balcony of a building, with a flag hanging below.© Samsung1:05
  10. A woman in a red shirt breastfeeds her baby on an airplane, while other passengers sit around them.© Samsung1:08
  11. A large crowd of diverse people, many holding flags, cheer enthusiastically in a brightly lit stadium during a sporting event.© Samsung1:20
  12. A wide shot of a stadium filled with a diverse crowd of people, with flags and Olympic rings visible in the background.© Samsung1:28

Stills © Samsung. Made by Leo Burnett, Epoch Films and Martin de Thurah.

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

The idea

The power of community and technology to overcome adversity.

Tagline: “#DoWhatYouCant”

underdog storycommunity supportjourney to successinspirational athleteovercoming obstaclesnational pride

The cut

Length
103 s
Shots
60
Average shot
1.7 s

What creatives use Samsung “The Chant” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Samsung “The Chant”? 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 with dark skin and wearing a black shirt picks up a smartphone from a wooden bench, revealing a green soccer ball on the ground.© SamsungA newspaper clipping with the headline "Local girl dreams of Rio" and a black and white photo of a young girl is taped to a wall, next to a small flag.© SamsungA person's hands hold a newspaper with the headline "SOUTH SUDAN GOES FOR GLORY IN FIRST-EVER OLYMPIC GAMES" over a basket of fruit in a market.© SamsungA group of African children, some in school uniforms, run excitedly down a dirt road, cheering and smiling in a rural setting.© Samsung
    Frames from Samsung “The Chant”

  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 Chant” in order, with its length, framing and what happens in it.

    A person with dark skin and wearing a black shirt picks up a smartphone from a wooden bench, revealing a green soccer ball on the ground.© SamsungA newspaper clipping with the headline "Local girl dreams of Rio" and a black and white photo of a young girl is taped to a wall, next to a small flag.© SamsungA person's hands hold a newspaper with the headline "SOUTH SUDAN GOES FOR GLORY IN FIRST-EVER OLYMPIC GAMES" over a basket of fruit in a market.© SamsungA group of African children, some in school uniforms, run excitedly down a dirt road, cheering and smiling in a rural setting.© SamsungAn older man with dark skin and grey hair, wearing a grey suit jacket and orange shirt, sings and gestures with his hands among a group of men in an interior setting.© SamsungA young boy with dark skin, wearing a blue and white striped shirt, sits on a bus with his hands clasped in front of his face, looking anxious.© Samsung
    Length: 103 s · Shots: 60 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a underdog story

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

    Samsung “The Chant” is built on a underdog story. Search the library by idea to see every spot that uses it.

    Chrysler “Born of Fire”© ChryslerGatorade “Replay”© GatoradeEpuron / German Ministry for the Environment “Power Of Wind”© Epuron / German Ministry for the EnvironmentPeugeot “The Sculptor”© Peugeot
    Chrysler · Gatorade · Epuron / German Ministry for the Environment · Peugeot

More commercials by Martin de Thurah

More from Leo Burnett

Award-winning tech commercials

Questions

Who directed the Samsung “The Chant” commercial?

Martin de Thurah directed it, produced by Epoch Films, for the agency Leo Burnett.

Which agency made Samsung “The Chant”?

Leo Burnett created it for Samsung (2016).

What awards did Samsung “The Chant” win?

2 awards, including Clio 2016 Gold — Film Technique / Editing and Epica 2016 Silver Personal Electronics & Devices.

What is the tagline of Samsung “The Chant”?

“#DoWhatYouCant”

Sources for the credits and awards

clios.comwinners.epica-awards.comLBB