With less than one month to go until the Opening
Ceremony of the Rio 2016 Olympic Games, Samsung Electronics Co., Ltd. Worldwide
Olympic Partner in the Wireless Communications Equipment, today debuted its
marquee Olympic Games advertisement, titled “The Anthem.” As a continuation of
Samsung’s global Olympic Games campaign, the TV and digital spot strives to
break down barriers of geographic borders and to unite the world by combining
segments of national anthems from several countries to form one “The Anthem,”
brought to life by athletes and fans across the globe
“The Anthem” opens with a young girl from Australia
singing a line of the Botswana national anthem into a Samsung Galaxy S7edge.
Throughout the ad, the Samsung Galaxy smartphone travels to all corners of the
world, capturing and sharing the voices of fans and athletes around the world
as they sing lines from other national anthems. Each line follows
seamlessly to form a brand new “The Anthem,” giving viewers a glimpse of how
Samsung innovative mobile products and technologies can help to break down
geographic barriers and unite the world through deep, borderless connections.
“ ‘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. “By singing one The 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.”
Six global athletes are featured within the ad, each of whom has
a unique story of defying barriers and pushing through constraints to make
meaningful progress and achieve his or her goals. The athletes include:
Tom Daley (Great Britain, Diving) – London
2012 Olympic Games Bronze Medalist, 10m Platform
Alysia Montano (United States of America,
Track & Field) – London 2012 Olympic Games, 5th place, 800m
Arnaud Assoumani (France, Paralympic Games
Athletics) – London 2012 Paralympic Games 2x Silver Medalist, Triple Jump F46
and Long Jump F46, Beijing 2008 Paralympic Games Gold Medalist, Long Jump F46,
Athens 2004 ParalympicGames Bronze Medalist, Long Jump f46
Margret Rumat Rumat Hassan (South Sudan, Track
& Field)
Shelley Watts (Australia, Boxing)
Gabriel Medina (Brazil, Surfing) - 2014 WSL World Champion
These athletes will also be featured in a variety of
digital and social content, leading up to and throughout Rio 2016 which will
tell their stories of defying barriers and overcoming obstacles, helping fans
across the globe connect with what it means to “Do What You Can’t.”
“The Anthem” is a continuation of Samsung’s Rio 2016
Olympic Games global campaign centered on athletes who persevere and never
giving up for the sake of making meaningful progress. Earlier this year,
Samsung began the campaign with the short documentary film, “A Fighting Chance” to showcase the
inspiring story of four Olympic hopefuls from diverse countries who are
fighting constraints and pushing the limits to help their countries make
history. Samsung followed with “The Chant,” which celebrates
personal progress made by athletes and fans through devices like the Galaxy S7
edge and Gear IconX that help them to defy distance and stay connected.
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