There are rather a lot of device ads in the world. They all extol the virtues of their devices’ next tech capabilities by showing them. In Israel, Leo Burnett has given Samsung an ad that doesn’t.

The agency has gone for entertainment first and cut-through as a priority in its campaign for Galaxy Note9. And given the plethora of device ads in the world, that’s a mighty clever option.

The Galaxy Note9 has among its “next tech” features an extra-long battery life and extra-large storage. But the ad only mentions these in a quick note at the end.

Instead, the ad is about “crises”. About our overblown ideas about crises. Running out of battery hardly rates as a crisis, for example. Getting stuck in a desert without water or friends does.

And you’re going to remember that ad because Samsung promises you “no crisis”. And because it presents crises – real and not so real –  in a comical song, with a piano man in the scene.

Watch:

Credits 

Agency: Leo Burnett

Chief executive Officer: Adam Polachek

Chief Creative Officer: Ami Alush

Chief Account Officer: Idit Zukerman

Chief Strategy Officer: Shai Nissenboim

Strategic Planner: Liz Stull

Art Director: Meital Miller

Copywriters: Oren Ben Naim, Elad Gaizler & Tal Menkes

Agency Producer: Menny Zarhia

Account Supervisor: Sapir Aharoni

Account Executive: Nofar Zinger

Social Account Manager: Lio Schafferman

Traffic Manager: Maya Varochik

Marcom Director: Eva Hasson

Director: Tal Zagreba

Graphic Designer: Oren Bar

Musical Composer & Musical Arrangements: Shlomi Shaban

Photographer: Roman Linetsky

Art Director: Neta Dror

Active Director: Ravit Aviv

Composition and Design: Vadim Bar Zakharin,  Tal Porat, Amir Steiner & Gal Primack Najari

3D: Omer Arieli

Editor: Shahar Be’eri

Musical Production: Niv and Meital (Nov)

Sound: Sidney Toledano

Production & Post Production: Omri Paz Productions

Post producer: Ophir Tal