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Oliver Twist meets smart technology

1 min, 11 sec read
10:28 AM | 28 October 2013
by Jim Compton-hall
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Apparently it's Samsung month here at Futurerising (you may have seen our articles on their recent curved TV advert and their life insurance piece). But unlike the other two, I wasn't so quick to praise this ad from Samsung.

My initial thoughts were; OK, so some rich dickhead (turns out to be a footballer, go figure) is going round demolishing warm and protective shelters that these poor children probably rely on, putting them in danger of flying rubble at the same time. And if that wasn't enough, he cruelly blasts a football at an innocent family of pigeons. Set in what looks like a post-apocalyptic city (who knows how Messi survived the apocalypse), or possibly present day Detroit, Samsung is presented as a bit of a villian, especially as the kids are singing an anti-consumerism song.

But actually I find it hard not to love this ad.

The Developer is a lovely film. Actually filmed in Barcelona, the Oliver Twist style is nicely done, it's a great cover of Lorde's Royals and there's a good story to it. In Samsung's words,the events in this story are a dramatic retelling of actual projects completed by the Messi Foundation. Unfortunately the ad itself doesn't say this.

It's so sweet how, when the kids see Messi, they light up with joy, run over and, presumably, pickpocket him.

Agency: Leo Burnett, Chicago
Creative Directors: Guy Seese and Brian Murphy

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