People Defy the Word 'Can't' in Samsung's Latest Global Spot

Mark Zibert Directs Spot Set to The Killers "All the Things That I've Done"

By Alexandra Jardine. Published on Feb 20, 2018

Editor's Pick

Samsung's global "Do What You Can't" campaign debuted with a spot last March that depicted an ostrich learning what it's like to fly by means of virtual reality. In its latest ad, human beings defy the word "can't," with the message that people are born to do the impossible.

A series of different vignettes, in the ad by Leo Burnett Chicago, kicks off with "can" scenarios: a baby walking and a child learning to swim and to ride a bike. But the narrative then switches to show people being told they "can't" do things -- a father tells a little boy he can't get a doll, a vlogger is abused with "can't you just get a real job?" and a musician is trolled on social media with the comment "can't even play." The final scenario shows an amputee learning to walk again--she says she can't do it, but finally with the help of a Samsung VR headset, she can. The soundtrack, "All the Things That I've Done" by the Killers, kicks in at this point.

Mark Zibert at Imperial Woodpecker directed the spot. It's airing in several countries and debuted in the U.S. during the Winter Olympics opening ceremony.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Feb 20, 2018
Leo Burnett
Global Chief Creative Officer:
Mark Tutssel
U.S. Chief Creative Officer:
Britt Nolan
SVP Creative Director, CW:
Brian Siedband
SVP Creative Director, AD:
Gordy Sang
Associate Creative Director, CW:
Julio D'Alfonso
Associate Creative Director, CW:
Travis Klausmeier
Associate Creative Director, AD:
Luis Marques
SVP Executive Producer:
Scott Kemper
Senior Producer:
Michael Petrucelly
SVP Global Account Director:
Radim Svoboda
Global Account Director:
Andrew Furth
Global Senior Account Executive:
Paanii Annan
SVP Global Strategy Director:
Christopher Bridgland
Director of Music Production:
Chris Clark
Production Company:
Imperial Woodpecker
Mark Zibert
Director of Photography:
Ross Giardina
Executive Producer:
Charlie Cocuzza
Line Producer:
Robert Mooring
Production Supervisor:
Kelsey Mezzenga
Production Coordinator:
Erin Henneghan
The Mill
Lead Flame Artist:
Paul Downes
Flame Artist:
Jonathan Freeman
Flame Artist:
Trent Shumway
Flame Artist:
Milo Paterson
Adam Scott
Color Executive Producer:
Thatcher Peterson
Color Producer:
Liza Kerlin
Color Assist:
Logan Highlen
Color Assist:
Gemma Parr
Color Assist:
Asa Fox
Devin Hayes
Executive Producer:
Carl Phillips
House of Production:
Carl Phillips
Natalie Ksiazek
Cabin Editing Company
Sam Ostrove
Scott Butzer
Audio Mix/Sound Design:
Another Country
"All These Things That I've Done"
The Killers

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.