Samsung Electronics Australia has rolled out a new campaign, ‘The Ad I Was Supposed To Make’, that stars former Australian Netball captain and Samsung Ambassador Sharni Layton and which leverages heightened interest in the team, in netball and in Australian sport surrounding the 2018 Commonwealth Games.
The creative explores an Australian sporting story of professional and personal challenges, highlighting the commitment require to overcome barriers and the drive needed to beat the odds.
The campaign, developed in harness with creative agency Leo Burnett Sydney, is spearheaded by a TV spot that tells the story of Layton’s battle to return to the court and the sport she loves after her netball career was put on hold in order to deal with exhaustion.
The campaign spans 15-, 30- and 47-second variants of the hero commercial which debuted in 30-second form on Channel 7 during the Australian Diamonds’ first game at the Commonwealth Games.
The lead spot will air on Gold Coast 2018 broadcaster Channel 7 through the Games and will run across national and Seven West Media digital channels, as well as on Samsung’s own digital and social platforms.
The creative narrative is linked to Samsung’s own umbrella marketing idea and brand vision – ‘Do What You Can’t’: a concept built on developing products, innovation and experiences that can help empower people to defy barriers, obstacles, and do things they did not think were possible.
“Sharni’s story carries a valuable message about overcoming her own challenges through courage, perseverance, and reflection. It’s a story that we want to celebrate and showcase to audiences as it explores a personal journey that many Australians can associate with,” explained Samsung Electronics Australia chief marketing officer Josh Grace.
Vince Lagana, executive creative director at Leo Burnett Sydney added: “Sharni’s story of courage and fortitude in the face of adversity connects with Samsung’s ‘Do What You Can’t’ message. While the Games will deliver many inspiring stories of perseverance and victory, none are quite like Sharni’s story. Instead of facing the best teams from the Commonwealth, she was forced to face a different challenge. To have endured what she has and still be so dedicated to get back to the game makes Sharni the embodiment of ‘Do What You Can’t’, which is what we wanted to celebrate.”
Comment:
The campaign activates Samsung’s sponsorship of Netball Australia and it also builds on the brand’s previous 2016 ‘Rethink Role Models’ campaign: an initiative which encouraged Australians to rethink the figures that inspire them.
Other previous Samsung activations leveraging its Netball Australia rights also include its 2016 VR ‘Train Like A Diamond’ experience (see case study).
Links:
Samsung Australia
https://www.youtube.com/user/Samsungtvaustralia
https://www.instagram.com/samsungau/
https://www.facebook.com/SamsungAustralia
http://www.samsung.com/au/home/
Netball Australia:
http://netball.com.au/diamonds-shine-in-rethinkrolemodels-campaign/
