New Samsung Campaign Defies 'Can'ts' to Achieve The Impossible

The world may teach us can't, but we are all born to do what can't be done. Samsung and Leo Burnett Worldwide’s new film, “Human Nature,” is the brand’s latest iteration of its #DoWhatYouCant philosophy. 

The story begins with a crawling baby who is encouraged by her parent to stand and take his first steps in the world.

It then goes chronologically through time as children are taught what they “can’t” do in life and the limitations they are confined to; this is further reinforced in adulthood.

The film reaches a grinding halt when a woman with an amputated leg surrenders by saying she can’t do it. Eventually, she realizes her inner strength to defy barriers and achieve what can’t be done.

“Human Nature” shows that “can” is innate while “can’t” is taught. Samsung stands for those among us who refuse to accept the limitations that society forces upon us, who dare defy the “can’t” and achieve the impossible.

 

The film debuted in the U.S. during the Winter Olympics opening ceremony and has been rolled out on broadcast, social and digital channels across global markets.