Guest Contributor: Theda Braddock

Take a classic song with a universal message, re-mix and use in ad campaign. It might seem like a trite formula but it works just right in Leo Burnett’s new film “The Future” for Samsung, which uses “Que Será Será” to showcase what will be in terms of tech. The 1-minute spot continues the brand’s “Do What You Can’t” tagline, and pledges that what Samsung is doing today will let us create the future. The forward thinking philosophy is a mantra for the brand, which is gearing up for what its promises to be a transformative year.

Today, Samsung is readying 5G products and foldable display technology. Tomorrow (or soon) we’ll be able to do what the characters in the “The Future” are doing. A young girl watching a digital animation on a window, a fashion designer using an interactive mirror, a robot inking in a tattoo artist’s design in real-time, a same-sex couple using their phone to perform an ultrasound, and video gamers battling it out with IRL objects – a relatively diverse casting that demonstrates an array of technological possibilities in a variety of contexts. The characters hum along to the cheerful airiness of Doris Day’s voice, a juxtaposition that demonstrates the message’s timelessness and builds excitement for tomorrow.



Advertiser: Samsung Global

Pio Schunker: EVP, Global Head Brand Marketing

Sonia Chang: VP, Global Brand Marketing

Yeji Kim: Senior Manager

Daniel Kim: Senior Manager

Alison Han: Senior Manager


Creative Agency: Leo Burnett Chicago

Chief Creative Officer Worldwide: Mark Tutssel

Chief Creative Officer Chicago: Britt Nolan

Executive Creative Director: Tom Scharpf

SVP, Creative Director: Michael Shirley

VP, Creative Director: Sam Bruehl

Creative Director: Travis Klausmeier

Senior Copywriter: Ricky Johannet

SVP, Executive Producer: Scott Kemper

Senior Producer: Bonnie Van Steen

Senior Producer: Michelle Price

Director, Music Production: Chris Clark

Senior Business Manager: Shirley Costa

Business Manager: Anne Paganini

Senior Talent Manager: Mike Hurley

EVP, Worldwide Account Head: Steve Bonnell

VP, Global Account Director: Vesna Siftar

VP, Group Account Director: Barry Fitzpatrick

Global Account Director: Freddy Mota

Global Account Executive: Emery Barnes

EVP, Global Strategy Director: Aki Spicer

SVP, Global Strategy Director: Christopher Bridgland

Global Strategist: Julio Castillo


Production Company: Pulse Films

Sam Pilling: Director

Dav Karbassioun: Executive Producer

Chris Harrison: Producer

Tom Nutting: Production Coordinator


Media Agency: Starcom Worldwide

VP, Director: Giulio Del Bufalo

Business Director: Adam Hughes

Danny Parra: Global Planning and Activation Director


Editorial Company: TenThree

Ellie Johnson: Editor


Visual Effects Company: The Mill

Udesh Chetty: Visual Effects Supervisor

Blake Nickle: Executive Producer

Mike Pullan: Producer


Color Company: The Mill

Fergus McCall: Head of Color


Music Company: Human

Music Arrangement: Thomas Keery

Creative Lead: Morgan Visconti

Executive Producer: James Dean Wells