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The Future Is Ours To See: Leo Burnett Sees The Future From Samsung’s Point Of View

Is the future really going to be like this? Well, according to Samsung, yes.

Samsung rolled out a new campaign this week called “The Future” and it of course gives us a sneak peek about all the amazingly cool technology we’ll hopefully have in the not-so distant future.

The ‘future’ starts with a child gazing the monster on the window while playing at home, then the robot-applicable tattoos, design clothes in an interactive mirror, foldable smartphones and the phone-operated ultrasounds came to life. The spot makes the cut with a real-life meetup to slay an augmented reality monster, balancing the quaint optimism of the classic song with an equally optimistic view of an unknown future.

The ad by Leo Burnett Chicago is directed by Sam Pilling via Pulse Films and continues the brand’s “Do What You Can’t” campaign. The line Samsung walks with an ad like this dangles precariously between inspiration and hopefulness. And when it comes in an age when nothing surprises most of us anymore, it’s a line we don’t need to walk at all.

Along with Human Music, the agency used Doris Day’s original 1956 recording, which was remixed with cymbals and bass. The remastering and everyone singing their own part thing is so artistic and just fits the idea.

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