Samsung's "The Future" Ad Campaign

       Samsung came out with a new campaign this month called "The Future" and it gives us a preview of all the new technology we will hopefully have in the not-so distant future. The ad starts with a child gazing into a screen displayed on a window while playing at home. Then a tattoo artist draws out a design for a robot to tattoo on a woman. A man is able to design his own clothing on a mirror, foldable smartphones are displayed and the phone-operated ultrasound came to life. "What we create today, lets you create the future #DoWhatYouCant"(Samsung). Is the future really going to be like this? Well, according to Samsung, yes. At the end of the ad there is a giant life-like monster displayed in a parking lot while people destroy it with their smartphones. The ad by Leo Burnett Chicago is directed by Sam Pilling via Pulse Films and continues the brand's "Do What You Can't" campaign. The agency used Doris Day's original 1956 recording of the song "Que Sera Sera" which was remixed with cymbals and bass by Human Music. The remastering of the song and the actors singing their own parts really fits the idea. This inspiration of the future is hopeful and is only coming from Samsung's point of view.