Don't fear fear anymore

A nice piece from Samsung for their Latin American audience dropped today, complementing their #DoWhatYouCan’t campaign that debuted a couple of weeks ago. The campaign kicked off with an ingenious advert about an ostrich who dreams of flying in defiance the existence of certain dilemmas and snags: ostriches can’t physically fly. However, with the help of the Samsung VR headset, this dream becomes a reality in a quirky, funny and very sweet spot from Leo Burnett.

Now, in a more emotional and stirring advert, Samsung have tackled the feeling of fear. The beautifully edited ad is narrated by Fear itself, fondly reminiscing: “there was a time I ruled the world, a time in which no one dared to confront me”. However, as the ad picks up momentum, pace and tension, Fear swiftly becomes more agitated and frustrated questioning why it is that people now seem to have the guts to defy and stop listening to him. He bitterly recounts how despite his best efforts to bully them into not doing something, they did it anyway, showing courage and bravery whilst visual proof of this audacity repeatedly appears onscreen. Increasingly perturbed and panic-stricken, Fear relates the rising number of people that are disregarding and resisting him, fearing himself that he will cease to exist.

Don’t fear fear anymore then appears on the screen in a moment of climax, inspiring and motivating viewers to dream big and dare to do it. It’s a great ad that, thanks to the deep, gravelly voiceover and electrifying crescendo of a soundtrack, sends a shiver down your spine. Furthermore, it ties in perfectly to their #DoWhatYouCan’t campaign, adding another layer of genius to their global initiative.

Check it out here.