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Samsung melds uplifting lines from national anthems for Olympics campaign via Leo Burnett

Leo Burnett Sydney has reprised its multi-award winning collaboration with its Chicago sister office to create Samsung’s global Olympic Games ad as an official sponsor.

The new 90-second spot called ‘The Anthem’ opens with a young woman standing on the edge of Sydney Harbour singing a line from the Botswana national anthem, before cutting to people around the world singing lines from the national anthems of other nations, set to a tune devised to unite them all.

It cherry-picks uplifting lines from the different countries, for example: ‘For we are young and free’ from the Australian anthem, with Samsung saying the idea of the ad is to unite the world.

It also features people using the Samsung Galaxy S7 Edge.

There are six Samsung sponsored athletes featured throughout the ad, including Australian boxing hopeful Shelley Watts. The others are: Tom Daley, Great Britain, Diving; Alysia Montano, USA, Track & Field; Arnaud Assoumani, France, Paralympic Games Athletics, Margret Rumat Rumat Hassan, South Sudan, Track & Field; and Gabriel Medina, Brazil, Surfing.

“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 in a statement.

“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 two Leo Burnett offices collaborated previously on the highly-decorated Small World Machines campaign for Coca-Cola.

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