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.

https://www.youtube.com/watch?v=tBxMpuiBO7Q

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.