There’s No Real Crisis in This ‘First World Problems’ Musical for Samsung

To promote the durable battery life of the Samsung Galaxy Note9, Leo Burnett Israel and director Tal Zagreba present ‘No Crisis’ – a musical extravaganza to put smartphone-induced panic into perspective.

The theatrical ad, produced by Omri Paz Productions (Israel) and co-produced by Great Guns, puts a comedic lens on the over-dependency we have on smartphones and their battery life. Through a series of disasters including missed flights, getting locked in a sauna and crashing into the Nasdaq, we’re reminded to 'keep the crisis for the real crisis'.

Director, Tal Zagreba comments: “Hollywood’s Golden Age musicals were an important point of inspiration for the commercial. We wanted to tip our hats towards the glitzy, warm, theatrical style but put a modern, humorous twist on it. Part of the approach by the DOP, Roman Linetsky, and I was to shoot with minimal cuts, applying one long camera move to each scene. We tried to give each set a universal aesthetic and appeal as it’s an emotion most of us have felt about our phones at some point - in Israel and beyond!” 

The 90-second commercial launched in September outlines all of the new product features of the Galaxy Note9, most importantly- an all-day battery, a Bluetooth S-Pen and ‘super powerful performance’.