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Leo Burnett Business
300 Park Avenue South
New York, New York 10010
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Lisa Abbatiello

CEO, Leo Burnett Business


Billie Smith

EVP Director of Talent Management

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An Ostrich Takes Flight in New Leo Burnett Spot for Samsung

The agency’s latest work for Samsung premiered at the launch event for the Galaxy S8 and S8 Plus smartphones

Leo Burnett Chicago took Samsung’s guiding philosophy, "We make what can't be made. So you can do what can't be done" — a simple set of words that strives to define the brand’s innovation— to give flight to the flightless in “The Ostrich.”

The ad had its premier during Unpacked, Samsung’s launch event for its new Samsung Galaxy S8 and S8 Plus smartphones. In “The Ostrich,” set to Elton John’s “Rocket Man,” our titular hero stumbles across a Samsung Gear VR, goes against the herd and achieves the impossible. Leo Burnett filmed the spot in South Africa.

The new spot reflects Samsung’s “Do What You Can’t” global idea platform, developed by Leo Burnett, that was first introduced by the brand during the 2016 Olympic Games through “The Anthem” and “Chant.”

Read more in this Adweek article calling the ostrich “The Perfect Spokesbird.”