Samsung #DoWhatYouCan't

Ad Agency
Video advertising:

A Philosophy for greatness

In continuation of its global 'Do What You Can't' platform, Samsung Israel has launched an epic new campaign created by Leo Burnett Israel and directed by Great Guns director Tal Zagreba. The heartfelt new campaign aims to empower people to overcome their barriers.

The film begins with vignettes of people confronting their supposed limits. The words ‘You Can’t’ seem to determine the fate of a nervous young dancer about to audition, a blind man preparing for a marathon, a skateboarder sizing up a challenging course, and a man pitching a spacecraft to a skeptical audience. Suddenly, the meaning of the words is redefined with a positive twist to become ‘You Can’t Miss Your Chance/ You Can’t Let Anything Stop You/ You Can’t Give into Your Fears/ You Can’t Take No for an Answer’. As the film depicts these inspiring individuals overcoming their barriers, it closes with the hashtag #DoWhatYouCan’t.

When interviewed about the new campaign, director Tal Zagreba said: “The core idea was to take Samsung's brand slogan ‘Do What You Can't’ and to turn it into an epic film, featuring real characters who struggle against physical and psychological barriers standing in their way to achieving greatness. Amongst the ad’s cast you will find Beza Nababa, a blind marathoner who finished fifth at the Beijing Olympics; the ‘Beresheet Project’- the first private initiative spacecraft to land on the moon; Romy Barnea - a child dancer prodigy; and Katya Krasner- a professional downhill rider. These inspiring people overcame the barriers they encountered on their way with courage, determination and passion. In other words, by doing what they couldn’t, they are becoming invincible.” 

Agency Credits:

CEO: Adam Polachek
Chief Creative Officer: Ami Alush
Chief Account Officer: Idit Zukerman
Art Director: Meital Miller
Creative: Elad Gaizler, Oren Ben Naim, Harel Livne
Agency Producer: Simi Ben Zikri
Account Supervisor: Orian Liber
Account Executive: Reut Fried

Production & Direction Credits:

Director: Tal Zagreba
Cast: Beza Nababa, Eran Avivi, Romy Barnea, Katya Krasner
Production Company: Omri Paz Productions
Producers: Omri Paz, Ravit Aviv, Ophir Sorriso Tal
AD: Amir Melamed
DOP: Lael Utnik
Art Director: Racheli Levin
Styling: Deborah Ohana
Makeup: Dorit Cohen
Gaffer: Irmi Kwiat
Grip: Golan Kwiat
Editor: Shahar Beeri
Casting: Ana Fainstein
Locations: Idan Bardach
Post Production: Dima Lydkhov
Original Composition: Monster Music (Roy Shen Zoor & Paula Valstein)
Recorded by the Česká Philharmonic
Sound Design: Sidney Toledano
Storyboard: Robert Moreno Meikins

Client: Samsung
Head Of Marketing Division: Ronen Salem

Marketing Manager: Gil Bar-Zvi

Marketing Manager: Ornit Bauer

Digital Marketing Manager: Yarden Sidi

Marketing Manager Corporate Affairs: Mia Segal

Marketing Analyst: Daniela Lahav