The ad, entitled Messi's Note ('The Developer'), combines storytelling, modern technology and audio and visuals to create a cinematic experience that illustrates his passion for the sport of soccer and the possibilities that are opened by an entirely new mobile experience.
Featuring chart-topper 'Royals' from New Zealand pop star Lorde, as sung by a chorus of children, 'The Developer' follows a mysterious character who enters an unnamed and desolate town with unclear motivations. As he moves through the grim and empty streets, the youth of the city become intrigued and begin to follow him. As the man winds through the twisted back alleys of the city, he uses the brand's mobile equipment to spearhead a secret project.
He issues verbal orders into the Galaxy Gear upon his wrist, purchases an abandoned plot of land, authorises an army of heavy equipment to begin building and watches abandoned buildings being demolished on the Galaxy Note 3 in his palm. The children, eagerly watching the man, begin to signal to their friends that something amazing is happening. As youths begin to emerge from their homes, they sprint to the construction site and arrive at a new field. Standing on the field is Messi, the mysterious character, inviting them to a game of soccer.
"Messi was the perfect fit for this campaign because of his strong ties to the brand and the inspiring work which has been done through the Messi Foundation, which strives to give all children the same opportunities for making their dreams come true," said Michelle Potgieter, director, corporate marketing and communications at Samsung Electronics SA.
"The pursuit of passion is woven into the fabric of the brand, whether this is achieved through art, sport or philanthropy, and we want to create possibilities for consumers to build a better tomorrow. The products are the catalysts to allow consumers to pursue their passions, reach higher and dream bigger than ever before, creating a world where possibilities become realities and every day is better than the last."
