Samsung “Do What You Can’t”
More than just a slogan.
If you live in Greece, like we do, then you are very likely to have watched the TV spot embedded above this past week. With this campaign Samsung reminds us that we were born to turn the impossible into possible and enables us to do what we can’t. The video features a teacher explaining the difference between the words “Can” and “Can’t”, a mother encouraging her child to dive in the water, a father encouraging his son to get in the football field, an aspiring singer getting criticized online and an amputee trying to walk using a prosthetic limb parallel to a toddler taking its first steps.
Upon watching the advertisement we were intrigued to learn more about the “Do What You Can’t” campaign and what it stands for. During our research we came across this video that explains how “Do What You Can’t” is not just another slogan.
We make what can’t be made so you can do what can’t be done.
Samsung has been using its “Do What You Can’t” tagline in Galaxy advertising since about a year ago and it’s been working out nicely for them. The company wants customers to realize that “Do What You Can’t” is what they do every day, not just a marketing slogan, so they’ve put together this impressive brand philosophy video.
Published on Samsung Mobile’s YouTube channel, the one-and-a-half-minute video clip does a great job highlighting Samsung’s key competitive advantages, such as vertical integration, a deep product portfolio spanning mobile devices, refrigerators, washing machines, smart home products and TVs, the fact that its devices work seamlessly together and more.
Following the massive PR crisis the company had to deal with in 2016, it looks like Samsung is restoring its credibility through their improved brand philosophy. For those who may not remember, the (then) newly released Galaxy Note 7, a handheld device built as the best one Samsung had ever made, started spontaneously exploding or catching fire. The company has, ever since, gone above and beyond to regain the consumers’ trust and bounce back from this disaster.
As part of the promotion for the Galaxy S8 and S8+, the company’s first major release after the Note 7 scandal, the “Do What You Can’t” tagline was introduced through a spot featuring an ostrich trying out a Gear VR headset and learning how to fly.
And now to celebrate the official launch of the Galaxy S9 and S9+ Samsung decided to defy the limits of Out Of Home advertising and take “Do What You Can’t” to new heights with a truly spectacular showcase at the iconic Burj Khalifa in Dubai. Staying true to its philosophy, on March 2, 2018, Samsung became the first ever technology company to present an LED show on the iconic skyscraper.
Following the Dubai showcase, the company will hold events in other cities and at landmarks that have yet to be announced and we are definitely excited to see what they have in store for us.
Our Team: Marianna Brousti, Nektaria Ignatiou, Martha Tselemegkou, Sofia Anastasiou, Marianna Kantli
