“Do what you can’t” — Samsung
Samsung’s “Do what you can’t” campaign expresses the company’s commitment to “inventing what can’t be invented” so that its costumers are able to do “what can’t be done”.
The campaign’s first spot aired March 2017 featuring an ostrich’s newly acquired experience of flying by means of virtual reality and was followed by an ad depicting people who have defied, each in his own unique way, the word “can’t”. Both of those commercials highlighted Samsung’s message that humans are able to do the impossible.
The campaign’s latest ad “Human Nature” starts a bit differently. The narrative commences with “can” scenarios: a toddler’s first steps, a child learning how to swim and then another one how to ride a bike. The optimism of the ad’s first half is then toned down as the next clips depict individuals being told they can’t do stuff: a boy is told by his father that he can’t have a doll as his toy, a youtuber is verbally attacked with “can’t you get a real job” comments and a musician receives online criticism that he “can’t even play”. In the final scene, we watch an amputee saying she can never walk again but she is proven wrong when she succeeds in walking with the aid of a Samsung VR set.
Through the “Do what you can’t” campaign Samsung nicely makes its point that although every person will surely encounter ,in his life, both supporters and critics in the end its in our very nature to keep trying hard until we have achieved the goals we set for ourselves and technology is here to facilitate this process.
Our team, “ADverturous PRoposals”: Liana Kollia, Korina Simeonidou, eirini*ak, Aimilia29
