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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Leo Burnett Chicago Invokes ‘Low Battery Anxiety’ in Cinematic Spot for Samsung

The agency brings to life Samsung’s state-of-the-art wireless-charging technology.

We all know the feeling – the fear and panic that sets in when your mobile phone battery is about to die. It’s a common syndrome known as “Low Battery Anxiety,” and it’s the cornerstone of Leo Burnett Chicago’s new global spot for Samsung.

Don’t You Die on Me” follows viewers engrossed in gripping movies on their phone. As life or death situations play out – “Don’t die on me!” – the low-battery sign starts flashing. The suspense crescendos as the hunt for a phone charger parallels the intense scenes. But it’s too late, for all but one. The final watcher is able to easily place her Samsung Note8 on the Fast Charge Wireless Charger Convertible and the movie continues uninterrupted.

“Samsung is always innovating ways to remove the barriers of everyday life,” says Britt Nolan, Leo Burnett U.S. chief creative officer. “Our job is to tell the human stories behind the technology. Why is wireless charging amazing? Because when you're on the edge of your seat, immersed in a movie, your phone should live to see every twist and turn too.”

“Don’t You Die on Me” joins “The Ostrich,” the award-winning spot that gives flight to the flightless, and other ads to continue to expand on Samsung’s “Do What You Can’t” philosophy.