Que Será Será, the 1956 hit sung by Doris Day (originally for Hitchcock movie, The Man Who Knew Too Much), has become the description of Samsung’s mission to see the world as it could be, instead of accepting the limits of today.

The song is also the soundtrack to its brand campaign by Leo Burnett, The Future. The 60-second spot is a showcase of the technologies of tomorrow, according to Samsung, which will include “seamless multi-device experiences, artificial intelligence, radical new displays”.

The film contains glimpses of Samsung’s 5G products and foldable display technology not yet available to the public as well, and shows how they fit into the lives of everyone from tattoo artists to expectant mums.

The new campaign continues Samsung’s vision that launched with its Do What You Can’t campaign in 2016 and its promise, What we create today lets you create the future. Its message is that Samsung is a leader in innovation and opportunity, continuously reshaping the future for its users. Whether you’re an entrepreneur, a mobile gamer or a fashion designer, Samsung is leading change in every industry.

The song, Que Será Será, was updated by Human Music and Leo Burnett for the spot, with a booming bass and hi-hats added underneath. The team kept close to the original version to preserve the joyful charm of Doris Day accompanied by Frank De Vol and his orchestra.

https://youtu.be/ajD2WZioOOc

The campaign launches globally on February 8.

Credits:

Creative Agency: Leo Burnett Chicago

Chief Creative Officer Worldwide: Mark Tutssel

Chief Creative Officer Chicago: Britt Nolan

Executive Creative Director: Tom Scharpf

Creative Directors: Michael Shirley, Sam Bruehl & Travis Klausmeier

Senior Copywriter: Ricky Johannet

Executive Producer: Scott Kemper

Senior Producers: Bonnie Van Steen & Michelle Price

Director, Music Production: Chris Clark

Senior Business Manager: Shirley Costa

Business Manager: Anne Paganini

Senior Talent Manager: Mike Hurley

Worldwide Account Head: Steve Bonnell

Global Account Management: Vesna Siftar, Barry Fitzpatrick, Freddy Mota & Emery Barnes

Global Strategy: Aki Spicer, Christopher Bridgland & Julio Castillo

Production Company: Pulse Films

Sam Pilling: Director

Dav Karbassioun: Executive Producer

Chris Harrison: Producer

Tom Nutting: Production Coordinator

Media Agency: Starcom Worldwide

Editing: Ellie Johnson @ TenThree

VFX Company: The Mill

Visual Effects Supervisor: Udesh Chetty

Executive Producer: Blake Nickle

Producer: Mike Pullan

Colour: Fergus McCall  @ The Mill

Music Company: Human

Music Arrangement: Thomas Keery

Creative Lead: Morgan Visconti

Executive Producer: James Dean Wells

Client: Samsung Global

EVP, Global Head Brand Marketing: Pio Schunker

VP, Global Brand Marketing: Sonia Chang

Senior Managers: Yeji Kim, Daniel Kim & Alison Han