The threat of death triggers fear and panic – and an adrenaline rush that makes Hollywood blockbusters gripping.
It also makes ads gripping. And in Leo Burnett Chicago’s new ad for Samsung, fear is not just an attention-seizing, emotion-igniting device. It’s the message.
The ad likens the fear-induced adrenaline rush of a “don’t die on me” movie moment to what happens when you’re told your phone is about to die. Don’t You Die on Me is Leo Burnett’s ad for Samsung’s Fast Charge Wireless Charger Convertible. And nothing moves people like fear.
“Samsung is always innovating ways to remove the barriers of everyday life. Our job is to tell the human stories behind the technology. Why is wireless charging amazing? Because when you’re on the edge of your seat, immersed in a movie, your phone should live to see every twist and turn too,” stated Britt Nolan, chief creative officer of Leo Burnett US.
The campaign is running online and in social media.
Credits:
Agency: Leo Burnett Chicago
Global chief creative officer: Mark Tutssel
US chief creative officer: Britt Nolan
Creative director & art director: Carlos Murad
Associate creative director & copywriter: Kent Carmichael
Senior producer: Michael Petrucelly
Executive vice president & global account director: Radim Svoboda
Global account director: Huy Ngo
Global account executive: Leif Nelson
Senior strategist: Anthony Tharpe
Vice president & director of celebrity services: Peggy Walter
Director of music: Chris Clark
Production company: MJZ
Director: Hoffman/Metoyer
DoP: Ryley Brown
Executive producer: Eriks Cumins
Line producer: Tracy Broaddus
Editing: Matthew Wood @ Whitehouse Post
Producer: Lauren Connolly
Post production: MPC LA
Executive producer: Christian Downes
Colourist: Ricky Gausis
Music artist: Arvo Part
Sound design: Whitehouse Post & Another Country
Mixer: John Binder
Client: Samsung
Vice president, global marketing team, mobile communication division: Heesun Kim
Director, global marketing team, mobile communication division: Jessie Song
Manager, global marketing team, mobile communication division: Cindy Kim
