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Montreal

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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
Canada

http://www.marteletcompagnie.com
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer

jeanpierre.martel@mareteletcompagnie.com

514-525-4290

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Bnei-Brak

Imagine a World Where You Actually Reach the Bottom of Your Laundry Basket

The new campaign for Samsung Add Wash turns laundry aspirations into reality in the most relatable way.

Nearly everyone can relate to the dream of having an empty laundry basket for longer than two seconds. In Leo Burnett Israel’s newest spot for Samsung Israel, that dream became a reality and the man became a legend.

“We spend hours upon hours trying and most of the time failing to get to see the bottom of our laundry basket,” said Ami Alush, chief creative officer, Leo Burnett Israel. “Of course it is absolutely impossible to achieve this goal if you have kids. So, when a frustrated dad succeeds in seeing his empty basket he really thinks he is a hero. He achieved the unachievable. He is one of a kind. In his imagination he is flying, a modern-day hero.”

The humorous spot shows a dad loading a Samsung washing machine and miraculously reaching the bottom of the laundry basket. Caught up in the feeling, he fantasizes a world where he’s a national hero—with newspaper headlines proclaiming his achievement, statues erected in his honor, and feature films telling his success story—only to be brought back to reality when his daughter throws one lingering piece of laundry into the empty basket. Luckily, Samsung’s new ‘Add Wash” feature makes it possible for everyone to overcome this moment of defeat and embrace their fantasy as the “Man Who Got to the Bottom of the Laundry Basket.”