Samsung wants you to #DoWhatYouCant

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Leo Burnett Chicago took Samsung’s guiding philosophy, “We make what can’t be made. So you can do what can’t be done” — a simple set of words that strives to define the brand’s innovation— to give flight to the flightless in “The Ostrich.”

Agency: Leo Burnett Chicago / Director: Matthijis Van Heijningen / Production Company: MJZ

Usually when an animal gets something caught on its head, it isn’t great news. But in Leo Burnett’s charming new ad for Samsung, it’s a dream come true.

Samsung has done plenty of commercials for the Gear VR showing humans wearing the virtual reality headset—which we can all agree is usually kind of weird. But in the new spot—which premiered today at a Samsung event introducing the Galaxy S8 and Galaxy S8 Plus smartphones—the marketer tried a different species of VR wearer. The new spot reflects Samsung’s “Do What You Can’t” global idea platform, developed by Leo Burnett.

The results are clever and cute indeed.

The ostrich, clearly, is perfect, both as a creature that might fulfill its own destiny via VR and as a metaphor for Samsung itself—a grounded bird that’s become a bit of a joke, but could soar if it only just believes.

The #DoWhatYouCant slogan has a nice, succinct ring to it. Overall, the spot is very sweet and entertaining (whatever PETA ends up saying about it), and is one positive sign among many that Samsung could be righting the ship following the Note 7 debacle.

The Galaxy S8 and S8 Plus, which feature, among other things, screens that extended to the edge of the device, are getting strong reviews. Wired calls them “pretty dope.” And given what Samsung has been through over the past six months, some good press must feel almost literally like a lifesaver.

And yes, Samsung has overhauled its battery test procedures since the Note 7, with the Galaxy S8 and S8 Plus undergoing a new eight-step testing and inspection regimen.

See the Galaxy S8 and S8 Plus unboxing video below.

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